The Heineken commercial for the Holland Heineken House during the 2006 Winter Olympics in Turin shows three former Dutch Olympic speed skating champions who have never visited the Holland Heineken House. In the commercial, they prepare to experience it after all. The Holland Heineken House has been the official meeting place for Dutch supporters, athletes and other stakeholders during the Olympic Games since 1992. It is organized by Heineken in collaboration with NOC*NSF and serves as a home base for Dutch fans and athletes

The Albert Heijn Hup Holland Hamsters commercial is an iconic and humorous marketing campaign, especially popular during major sporting events such as the World Cup and European Championship football. The focus is on the cute, brightly colored plush hamsters that are hoarded en masse by customers. The cheerful tunes, exuberant orange decorations and the enthusiastic slogan "Hup Holland Hamsters!" create a festive and national atmosphere. The hamsters, often depicted with human features and funny dance moves, symbolize both the “hoarding” of offers and the support for the Dutch national team. The campaign is loved by young and old and strengthens the connection with Orange football, humor and shopping at Albert Heijn.

Heineken developed a new beer can. The Heineken Cool Can was designed for beer that was sold cooled, in order to keep it nice and cold. A multi-level online game was developed featuring Cool Canny, an Atari-style character. All other media directed traffic towards the game site, keepthecancool.nl. The game site informed the audience about the new product and, at the same time, provided branded entertainment. In addition, players had the opportunity to win a Cool Can fridge.