To honor Ayrton Senna’s legacy, Heineken announces the launch of commemorative cans that mark the premiere of the Netflix miniseries Senna, scheduled for November 29th.
The cans, available under the labels of regular Heineken and Heineken 0.0 (non-alcoholic version of the beer), are now on sale and can be found at points of sale with Heineken available throughout Brazil.
The action is part of the “Senna – Hoje e Semper nos Unindo” campaign, which debuted in October with the film “The Toast” on TV and on the brand’s social media. In it, Brazilians are invited to toast the icon that, even after 30 years, unites generations.
The connection between Ayrton Senna and Heineken is not new. In 2019, the brand produced the film “Obrigado”, created by the Publicis Brasil agency, as part of the #ObrigadoSenna campaign, a hashtag that returns for this year’s campaign.
The launch of the commemorative cans is one of the actions to publicize Heineken’s partnership with Netflix, specifically in Senna, the first work of fiction about the pilot. With six episodes, the miniseries will show Ayrton’s path of overcoming, disagreements, joys and sadness, from the beginning of his racing career to the tragic accident in Imola, Italy, during the San Marino Grand Prix. The production also explores aspects of the pilot’s personality, as well as his personal relationships.
“Senna is a symbol of determination and overcoming and Heineken is proud to partner on this Netflix series. We have, in our brand DNA, the purpose of offering unforgettable and unique experiences, and being partners in this production fully synthesizes this company vision in relation to encouraging entertainment and culture”, highlights Beatrice Jordão, director of communication and branding at Heineken in Brazil.
