Heineken said it’s partnering with CBS’ “The Late Late Show with James Corden,” sponsoring the show’s famous on-set bar. Heineken signage, bottle displays, barware and more will be featured on-air regularly within the show’s famous on-set bar where it will be available to serve to guests.
The partnership kicked off Thursday, May 18 when Heineken commercial star and award-winning actor Benicio Del Toro appeared on the show, hilariously parodying the latest Heineken commercial along with host James Corden. The most recent commercial, “The Look,” launched in January 2017 and highlights the brand’s rich heritage and unparalleled craft.
“We’re always looking for unique ways, like our partnership with The Late Late Show with James Corden, to introduce new audiences to the world of Heineken,” shared Pattie Falch, Director of Sponsorships & Events at Heineken USA. “The Late Late Show is one of the most buzzed about in late night television, and we’re excited to be right in the middle of the action with our Heineken bar.”
Along with the on-set bar takeover, the sponsorship offers multiple touchpoints with audiences including product placement and on-air and digital integrations, on-set signage and on-air call-outs.
The Emmy Award-winning The Late Late Show with James Corden has more than 10 million YouTube subscribers, the top three most-watched late night videos on YouTube, and has delivered the highest ratings, with any host, since the show’s inception in 1995. With an overwhelming 95% of their viewers being over 21, the show allows Heineken to connect with potential beer drinkers and millennials in a fresh and creative way, Heineken says.