May
19
Here's Why You'll See Plenty of Heineken on 'Late Late Show'
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If James Corden’s “The Late Late Show” guests look happier than normal, it might be because they were swigging a few Heinekens backstage. The imported brew is being served in the green room as part of a new sponsorship deal with the CBS program that includes plenty of aggressive on-air promotions.
The pact quietly began in March when Heineken signage began appearing on Mr. Corden’s on-set bar. (Bud Light was the program’s initial beer sponsor when Mr. Corden took took the reins of the “Late Late Show” in March 2015.) Heineken’s deal ramped up last night with on on-air bit featuring a parody of a recent Heineken ad starring Benicio Del Toro. Here is that segment, compared with the actual ad.
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