Heineken creates beer insurance for accidental spillage during Euro 2024

Heineken and Publicis London have teamed up to underwrite an insurance policy that covers football fans when they accidentally spill their pints during exciting moments of the Euros.

"HeineCare" will allow fans watching matches in five participating UK pubs to claim a refill should they spill their drink, be it a reaction of sporting delight or disappointment.

The campaign was created by creative director Chris Bruney and senior creatives Andy Thirsk and Conor Barry.

Upon spilling their beverage, drinkers can scan a QR code found on bespoke Heineken beer mats and enter some personal details on the HeineCare webpage before being sent a voucher they can present to bar staff for a free-of-charge replacement Heineken or Heineken 0.0.

Pub punters will be alerted to the scheme via an array of activations, including out of home, social and PR. The creative offers a fresh take on sayings such as "don't cry over spilt milk", replacing"milk" with "beer".

On social media, Heineken will react to football games' most "spill-worthy" moments, such as divisive VAR decisions.

There are five HeineCare participating pubs: The Faltering Fallback in north London, The Einstein in Liverpool, The Wonder Bar in Newcastle, The Brotherhood Manchester and The Brotherhood Leeds.

Heineken has also collaborated with Amsterdam-based rainwear brand Rainkiss to develop a "Pint-cho", a "super lightweight, achingly cool, beer-resistant poncho that protects fans from spilled beer". Participating pubs will give them away for free, while people can also win them on social media.

Heineken has also recruited celebrities, football names and influencers to share social content of them in Pint-chos.

Stephanie Dexter, Heineken marketing manager, 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."

The campaign is built on the insight that some 11 million pints are spilt every year during major sporting events, according to 2021 data from OrderPay.

Noel Bunting, Publicis London's chief creative officer, said: "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 any more.

"Dry your eyes and the table – HeineCare has you covered."