The companies' announcement specifically mentions "co-branding campaigns," and cites Netflix's increasingly global lineup of programs - Brasil 70 - A Saga do Tri, South Korea's Culinary Class Wars and the U.K.'s The Gentlemen were all mentioned - as one of the factors behind it. As for what people can expect, the press release alludes to "consumer activations, title integrations, limited-edition packaging [and] digital promotions" as possibilities.
Last year, the limited-edition cans - called Heineken's 0.0 L0ve.L0ve cans - sold out during the first week of the U.S. Open, where they were sold exclusively. In turn, on-site NA sales at the tournament for Heineken grew 25% over 2023. Now the beer giant wants to bring that buzz outside the stadium and onto retail shelves for at-home tennis fans - the limited-edition can will be sold at retail nationwide over the coming weeks.