The Brief

Ahead of the 2024 Men’s Euros, we were tasked with bringing Heineken to the forefront of the conversation in the press and on social media, and to encourage those watching the tournament to celebrate the beautiful game with a pint of Heineken.

The Big Idea

Every year thousands of football fans find themselves drenched, spilling their pints in the excitement of the game – 11 million pints to be exact, which is enough beer to fill two Olympic sized swimming pools! That’s a lot of beer spilled by fans going crazy for England!

So, thank goodness for Heineken, who came to the rescue in the form of HeineCare – the world’s first beer insurance scheme to protect football fans against unexpected spillages. Put simply, if your beer (and that’s ANY beer) got spilt in the pub crowd commotion at five participating venues during the England Euro matches, you could get a replacement in the form of a pint of Heineken or Heineken 0.0. Completely. Free.

What’s more we helped Heineken drop the football fashion piece of the summer. Forget about nostalgic 90s football shirts and bucket hats, because this summer it’s been all about the Pintcho – a stylish beer-resistant poncho that protects football fans from splashes.

The Results

Heinecare secured 70 pieces of coverage including nationals in The Sun, The Daily Star, and MailOnline, alongside high reaching titles with the MEN, Liverpool Echo, Men’s Fitness and HypeBeast. Overall we exceeded our targets 4 times over and helped Heineken be the beer brand talked about during one of the biggest sporting events of this year.

To create buzz on social media we worked with 11 influencers including Mark Wright, Martin Compston, Greg Rutherford, Maisie Adam and Mark Goldbridge to create content around the Pintcho and wider HeineCare offering. Gifting each talent a Pintcho of their own, and with a combined following of just over 4 million, we were able to generate significant social conversation around the Heineken campaign.