Heineken has a new ad campaign, in collaboration with Publicis London, in which it claims to have introduced an “innovative” insurance policy designed to cover football fans who accidentally spill their beer during the Euro Championship’s most stressful moments (England, that’s most moments). ). The ‘policy’, dubbed ‘HeineCare’, says it offers a unique solution to fans in five selected pubs in the UK, providing a replacement pint if their drink is spilled in a moment of joy or frustration.

Chris Bruni, Creative Director, along with senior creatives Andy Thirsk and Conor Parry, led the campaign. When an accidental spill occurs, fans can scan the QR code on personalized Heineken beer mats, enter their personal details on the HeineCare website, and receive a voucher for a free Heineken or Heineken 0.0 replacement.

The campaign will be promoted through various channels, including out-of-home activation, social media, and public relations efforts. The creative approach updates the old adage “never cry over spilled milk” by replacing the word “milk” with the word “beer.” Heineken’s social media will highlight the most ‘newsworthy’ moments in matches, such as controversial VAR decisions.

Participating bars include The Faltering Fallback in North London, The Einstein in Liverpool, The Wonder Bar in Newcastle, The Brotherhood in Manchester and The Brotherhood in Leeds. Additionally, Heineken has partnered with Amsterdam-based rainwear brand Rainkiss to produce “Pint-chos,” stylish, lightweight ponchos that protect fans from spilled beer. These prizes will be available for free in participating pubs and can also be won on social media.

Heineken has enlisted celebrities, football figures and influencers to share content featuring their Pint-chos, increasing the campaign’s reach.

Stephanie Dexter, Marketing Director at Heineken, said: “Heineken is committed to showing that being a true fan isn’t about how you look – it’s about how you act and express your love for football. But in the UK, we know how to express your love for football. It can be football Dangerous for beer So, this summer, Heineken is committed to taking on the crucial task of protecting fans’ beer.

The campaign is based on the idea that approximately 11 million pints are spilled each year during major sporting events, according to 2021 data from OrderPay.

Noel Ponting, creative director of Publicis London, added: “Beer insurance is exactly the thing not every football fan knew they needed, until now. We wanted the creative to speak directly to fans who know first-hand how easy it is to leak your beer while enjoying the match.” And tell them they don’t have to worry anymore.