This Heineken display understands rugby's importance and has no qualms about showing it. The display is very simple but straightforward.
Rugby is a big deal in Europe, much more than in the West. Considering Heineken is a Dutch beer it makes perfect sense that they would cater much more to that demographic. Rather than making the advertising really over the top rugby advertising, they instead decided to just use bottles in the place of players.
The bottles are hunched over like a scrum on a small fake field. Underneath them it reads "crouch, touch, pause...engage!" which is a common saying in rugby. Attaching rugby to the Heineken display is a brilliant way to garner some attention from rugby fans.