My US Open Challenge: Branding Heineken

My biggest surprise when I got my internship at Heineken was that I would be going to the US Open! Heineken’s one of their sponsors, so I was a part of approving all of the Heineken merchandise you'd see there.

I’m a Fashion Merchandising & Retail Marketing major, so this was a perfect a fit — but obviously took it to a whole other level.

Here's a look at what I worked on:

Heineken's Photobooth
They were so much fun! The consumer can send their pictures right to their Facebook page through an iPad on site.

And it was a cool way to market digitally. Consumers were really excited to participate.

Who Knew Shopping Could Be So Difficult?
We had meetings about what each brand ambassador will be wearing. Each outfit is handmade, and everything needs to be matching with a tennis look (we’re in the process of finding shoes and a sweater that is the "correct" shade of green).

Getting Everything Just Right
We are also finishing up selecting the merchandise being sold at the US Open. For each shirt, we want to make sure the Heineken presence is identifiable.

We’re in the process of making room number cards for the suites — even for those, the Heineken star needs the correct placement!

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