Campaign Overview
In England, football is dangerous for beer. Fans spill an estimated £43M of beer every time England scores. So when England wins, beer loses. With Euro 2024 around the corner, and England picked as favourites, Heineken couldn’t just sit by and let the nation cry over spilled beer. But how could we protect every beer in Britain?
We created an insurance company…. for beer. HeineCare Beer Insurance, the first replacement plan for beer spilled during football. Any beer. Because that £43m of spilled beer isn’t just Heineken. Our campaign reminded the thousands of fans who spilled that we had their pints covered.
And we didn’t just cover the beer, we also created The Pint-cho, a specially designed beer resistant poncho that gave fans an extra layer of protection from football-related beer spills. Made in collaboration with Dutch raincoat brand, Rainkiss and inspired by generations of retro England kits. As England progressed in the tournament, so did the campaign. And even though England didn’t win the Euros, Heineken did.
Results
Even though England lost, Heineken won.
HeineCare was mentioned in over 30 countries, becoming the most talked-about beer of Euro 2024 — without ever being an official sponsor.
Brand sentiment soared, with a +133% increase in positive buzz, and purchase intent jumped by 50%.
In pubs, the impact was just as clear: £36 million worth of Heineken was sold during the tournament, driving a 7% increase in volume compared to the previous year.
A smart, tactical idea turned beer spilled into measurable business growth — and made Heineken part of the story, without spending sponsorship level cash.
