Frienemies

We live in a moment where people can disagree about pretty much anything (and that hasn’t changed since I first came up with this idea years ago).

Instead of dodging all that division, we decided to use it in a place where rivalries get pretty loud: football. Our thinking was simple. Rivalry creates tension, and tension is a surprisingly effective way to spark connection.

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Enter Heineken Frienemies, an idea built on the simple truth that a cold, refreshing beer is something even the toughest of rivals can agree on. We leaned into the fun of NFL rivalries and turned opponents into seatmates, smack talk into shared laughs, and game-day “enemies” into something slightly closer to friends.

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Heineken was the spark for those unexpected moments of togetherness, proving that

a cold beer may not end a rivalry, but it's not a bad place to start.