Heineken has unveiled details of its activity in support of the Rugby World Cup.

Its ‘open your Rugby World Cup” campaign kicks off in July with limited edition packaging on 650ml bottles and 330ml bottles and cans. PoS will be available for retailers.

During the tournament, consumers will be able to win Heineken-branded Rugby World Cup prizes by purchasing two four-packs or 12-packs. Shoppers who purchase 12-packs will also be in with a chance of winning a pair of tickets or a ‘coin toss’ package by finding one of 50 golden bottles. The ‘coin toss’ package includes a behind-the-scenes stadium tour, match tickets and the chance to stand alongside the referee and team captains to start the match.

Top tip – merchandise examples of the competition prizes next to the fixture to encourage purchase.