Red star. Green light
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Red star. Green light *
HEINEKEN X F1
Brand Strategy
Campaign Identity
Packaging
OOH Advertising
Experiential Design
Guidelines
Created at Bulletproof UK
How It Started.
When Heineken became a Tier-1 global sponsor of Formula 1 in 2016, it marked a defining moment in the brand’s evolution — a shift from being seen as “just a cool global beer” to positioning itself as a progressive, premium icon on the world stage. This wasn’t simply a logo placement — it was a full-scale brand transformation through the lens of one of the world’s most high-octane sports.
The challenge was to align Heineken’s identity with the speed, spectacle, and sophistication of F1 — engaging Motorsport-Obsessed Taste-makers (MOTW) across every global market, and persuading them to choose Heineken over other premium beer competitors. Our role: to create a cohesive, high-impact Visual Identity System that could live and breathe across every conceivable touchpoint — from packaging to pit lane.
What We Did About It.
We designed a bold and immersive brand system that fused Heineken’s core equities with the dynamic energy of Formula 1. The result was a visual identity that flowed across bottles, cans, outer packaging, retail displays, digital, social, OOH, and on-site activations. Every touchpoint was considered — from fridge takeovers and trackside crates to broadcast overlays and billboards — creating a unified, globally consistent presence.
At the heart of the campaign sat a powerful platform:
“When You Drive, Never Drink,” fronted by Sir Jackie Stewart, reinforced Heineken’s leadership in responsible drinking — delivering a bold and memorable message at every Grand Prix.
The work elevated Heineken’s global positioning, embedding the brand not just into the sport, but into the culture of F1. It was a masterclass in brand and sport integration — one that seamlessly merged Heineken’s iconic red star with the world’s fastest show on earth.
