When the England national football team scores a goal, fans throw their beer in the air - A uniquely British ritual that spills an estimated £43 million worth of beer every major tournament. With Euro 2024 approaching and England tipped to win, it was the perfect opportunity to get Heineken, a brand that was losing share in UK pubs, back into people’s hands. HeineCare was the first replacement plan for beer spilt during the football – any beer - especially Heineken’s competitors. Launched during Euro 2024 in the UK’s biggest football pubs and activated live during England matches, fans could file spill claims on a mobile site to immediately receive a code for a free replacement Heineken at the bar. The longer England stayed in the tournament, the more pints got spilled – and the more fans drank Heineken. And even though England lost in the final, Heineken won. Becoming the most talked-about beer in the Euros without ever being an official sponsor.