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Creative Creative Works Ad of the Day

Ad of the Day: Heineken ‘beer insurance’ protects fans from spilled pints during Euros


By Tom Banks, Creative editor

June 21, 2024 | 3 min read

The ‘HeineCare’ stunt offers a refill to any drinker whose drink has been lost during the excitement of a game.

HeineCare Heineken campaign

HeineCare campaign / Publicis

Publicis has devised and executed a campaign for Heineken inspired by research showing that 11m pints are spilled every year during major sporting events.

Capitalizing on the disappointment of adrenalized football fans in participating pubs, Heineken will leave beer mats with QR codes for anyone who has just befallen a spillage to find.

Scanning it takes them to the HeineCare homepage where they input some basic details before receiving a voucher to show bar staff in return for a pint of Heineken or Heineken 0.0 free of charge.

HeineCare campaign

Clearly, it’s open to a bit of dishonesty as there’s no real way of knowing if drinkers are careless or thirsty, but presumably that has been factored in.

The idea is being amplified across outdoor and social with intriguing copy lines, including “Cheers to all spills ending in free refills” and “Don’t cry over spilt beer” designed to reel consumers in. Meanwhile, Heineken will react to last-minute goals or fractious VAR moments on social.

Pint-Cho collaboration

There’s also a collaboration with Amsterdam-based raincoat brand Rainkiss, which has conceived the Pint-cho to protect against big game moments.


Publicis London

CCO: Noel Bunting

Creative director: Chris Bruney

Senior creative: Andy Thirsk

Senior creative: Conor Barry

Head of design: Ryan Connolly

Head of effectiveness: Diego Chicharro

Senior strategist: Joe Percy

COO: Trent Patterson

Group business director: Josh Norris

Account director: Philippa Rayner

TV producer: Sid Daffarn

Project manager: Reshma Prygiel


Head of global Heineken and Amstel brands: Nabil Nasser

Heineken global strategy and communication director: Daniela Iebba

Heineken global communication manager: Alexander Drake

Heineken brand global PR lead: Jonathan O’Lone


Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli

Global CCO: Mihnea Gheorghiu

Group strategy director: James Moore

Creative director: Guy Lewis

Associate creative director: Livio Gerosa

Global business director: Francesca Baldrighi

Global account director: Alice Galline

Creative Creative Works Ad of the Day

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