Heineken
68+
Vehicles branded for the Berlin final
40
Trabants wrapped for the city takeover
2
Champions League Cup Final cities
1
Ongoing European fleet programme
- Sector
- Food & drink
- Location
- Europe; Berlin & Lisbon activations
- Project type
- Fleet rebrand
- Sponsorship activation
- Service scope
- Fleet branding & rewrapping
- Branded environments
- Signage & graphics
- Sponsorship support
When Heineken made its iconic green bottle central to its design approach, its extensive European distribution fleet needed to be rebranded to match. At the same time, its UEFA Champions League sponsorship required event villages, vehicles and temporary graphics to be branded around fixed match dates.
The fleet programme required an approach that could support ongoing rebranding as vehicles were replaced, while sponsorship activations demanded rapid production and installation within tight event windows.
GLIMMA centrally coordinated the European fleet rewrapping through its local network, using digital print and UV-curable inks to reduce environmental impact. For Champions League activations, specialist removable graphics and local delivery teams enabled fast turnaround around the event schedule.
GLIMMA supported Heineken’s European brand rollout across both its ongoing vehicle fleet and fast-turnaround Champions League activations in Berlin and Lisbon.
An everyday fleet, and two immovable dates
When Heineken’s iconic green bottle became central to its design strategy, its extensive European vehicle fleet — spanning multiple vehicle types and sizes — needed rebranding to match.
Heineken also needed rapid branding solutions for UEFA Champions League sponsorship activity: event villages and temporary fleet liveries tied to fixed match dates that couldn’t move.
The two jobs pull in opposite directions. One rewards durability and a rolling schedule; the other rewards removability and a hard deadline. Both had to come from the same relationship.
Two speeds, one partner.
GLIMMA coordinated the rewrapping of Heineken’s distribution network using digital print technology and UV curable inks to minimise environmental impact, and continues to advise on fleet branding rollouts for new and replacement vehicles across Europe.
For sponsorship activations, GLIMMA used specialist removable graphics and its on-ground network to deploy quickly around fixed event dates — branding designed to go up fast, look right for one night, and come off cleanly.
The fleet programme is measured in years and replacement cycles. The activations are measured in days against a kick-off time. Running both through one relationship is what keeps the identity the same in each.
Brand implementation solutions for events and installationsAn everyday fleet identity,
and two city takeovers.
GLIMMA rewrapped Heineken’s European distribution network using digital print technology and UV curable inks to reduce environmental impact, and continues to advise on fleet branding for new and replacement vehicles as they enter service. For the UEFA Champions League Cup Final, GLIMMA designed and delivered branding for more than 20 coaches, 8 minibuses and 40 Trabants in Berlin, and produced and installed branded banners, signage graphics and Tuk Tuk taxi branding throughout Lisbon — all using removable graphics deployed by an on-ground network built for fast turnarounds.
Digital print and UV curable inks brought the green-bottle identity across Heineken’s European distribution fleet with a lower environmental cost.
Berlin: 20+ coaches, 8 minibuses and 40 Trabants. Lisbon: banners, signage graphics and Tuk Tuk branding across the city.
A fleet identity embedded.
Two cities taken over.
Heineken’s fleet rebrand is now embedded across its European distribution network, with GLIMMA continuing to advise as vehicles are replaced.
The sponsorship activation work gave Heineken a highly visible, city-wide presence around two major Champions League Cup Finals, delivered on tight, fixed-date timelines.
Because both run through the same relationship, the identity a viewer sees on a Trabant in Berlin is the identity on a distribution vehicle the following Monday.
1
Ongoing European fleet programme
2
Champions League Cup Final cities
68+
Vehicles branded for Berlin alone
Everyday fleet and one-off spectacle
A long-standing fleet rebrand and a one-off sponsorship activation call for very different speeds — but Heineken needed both from the same partner.
GLIMMA’s ongoing advisory role on fleet branding, combined with removable-graphics expertise and an on-ground network ready to deploy fast, let Heineken run its everyday fleet identity and its Champions League moments through the same relationship.
GLIMMA continues to support Heineken on both its fleet branding programme and its sponsorship activation work across Europe.
On-ground network. Local teams in Berlin and Lisbon, mobilised against fixed match dates.
Read about usFleet and events. An everyday distribution fleet and a city-scale activation, from one scope.
Explore our servicesOngoing advisory. New and replacement vehicles branded as they enter service, not in one batch.
View processSustainable print. Digital print with UV curable inks, and removable graphics that come off cleanly.
Sustainability