Heineken launches HeineCare, the world’s first beer insurance scheme, via creative agency Publicis London.
Conceptualized by creative director Chris Bruney and senior creatives Andy Thirsk and Conor Barry, HeineCare will protect U.K. football fans from one of the worst things that can happen during an intense match — spilling a beer.
Football fans in the U.K. reportedly spill about 11 million pints annually during major sporting events.
To address the problem, Publicis’ solution directs patrons of five participating pubs to scan a QR code displayed on beer mats and posters if they spill their beer.
Pubgoers will only need to provide their basic information on the HeineCare homepage to receive a voucher for a Heineken or Heineken 0.0, free of charge.
“Beer insurance is exactly the thing every football supporter never knew they needed, until now... Dry your eyes and the table — HeineCare has you covered,” Publicis London Chief Creative Officer Noel Bunting said in a statement.
Crying Over Spilt Beer
“Don’t cry over spilled beer,” the campaign says, delivering the message via out-of-home (OOH), PR, and social, which will include posting reactions to the most spill-worthy moments of UEFA Euro 2024.
Additionally, the brewing company created a special Heineken-branded poncho with the help of designer rainwear brand Rainkiss.
Pint-cho is a beer-resistant poncho designed to keep football fans dry in the pub. Available in limited quantities, it will be given away at participating pubs and via contests on Instagram.
Celebrities, influencers, and football figures will also be lending a hand to the campaign by sharing content of them donning the Pint-cho.
Editing by Katherine 'Makkie' Maclang
