Earlier this month, Marco van Houwelingen was named Heineken’s new COO — the Chief Officer Orange, that is. This might seem a little odd, especially since you probably think of green when you think of the Dutch beer. Now, van Houwelingen’s role as Chief Officer Orange involves spreading the "Orange Feeling" at big events like the Sochi Olympics and the World Cup.

At Sochi, van Houwelingen can be seen dressed in an all-orange suit with a green tie inviting people for a celebration later on at the Holland Heineken House. Rules about advertising at the Olympic games is quite strict, but this stunt is both effective and covert. The event at the Holland Heineken House included music, dancing and beer, provided of course, by Heineken.