Heineken offers free pints for Euro 2024 goal spillages

5) Heinecare Press Image_Cheers to all fans (Supporting)[91]Heineken is targeting over-exuberant football fans by protecting them from unavoidable beer spillages during goal celebrations or close calls, with the launch of what is claimed to be the world’s first beer insurance policy.

“HeineCare” has been created in partnership with Publicis London and is in response to the estimated 11 million pints spilled in pubs every year during major sporting events.

The initiative will provide beer lovers with a pint-shaped insurance policy. Whether celebrating a goal or anticipating a goal-mouth scramble, if a beer gets spilt in the pub crowd commotion, football fans will be able to scan a QR code that can be found on bespoke beer mats and posters in participating pubs.

This will take them to the HeineCare homepage where all they’ll have to do is input some basic information to instantly receive a voucher to show to bar staff to claim their replacement in the form of a pint of Heineken or Heineken 0.0, completely free.

Pub-goers will be alerted to the scheme through a suite of activations created by Publicis London, spanning OOH, social and PR.

The creative plays on popular adages with taglines such as “don’t cry over spilt beer” and “when your team wins, beer loses”. While on social media, Heineken will react to some of football matches’ most spill-worthy moments, such as a last-minute back-of-the-net or a controversial VAR decision.

Moreover, to celebrate the launch of the HeineCare Beer Insurance, the brewer has also collaborated with Amsterdam-based designer rainwear brand Rainkiss, to develop the Pint-cho, a super lightweight, beer resistant poncho that protects fans from spilled beer.

Participating pubs will have a limited number of free Pint-chos available for punters to get their hands on, and a limited batch will be also available for people to win via social media (@heineken_uk on Instagram).

Various celebrities, football luminaries and high-profile influencers will be sharing content of themselves in their own Pint-chos, circumventing spillages, throughout the football season.

Heineken marketing manager Stephanie Dexter said: “Heineken is committed to showing that being a real fan is not about how you look – it’s about how you behave and express your love for football. But in the UK, we know expressing your love for football can be dangerous for beer. So, this summer, Heineken is committed to taking on the crucial job of protecting fans’ beer.”

Publicis London chief creative officer Noel Bunting added: “Beer insurance is exactly the thing every football supporter never knew they needed, until now. We wanted the creative to speak directly to fans who know first-hand how easy it is to spill your beer while enjoying the match and let them know, there’s no need to worry anymore. Dry your eyes and the table – HeineCare has you covered.”

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