Heineken is asking customers to buy a beer now and drink it later in a bar

Publicis agencies worked on global initiative starting in Brazil

Published On
Apr 24, 2020

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Heineken is doing its part to help bars stay afloat during the pandemic with a campaign that encourages people to buy a beer now to drink later in a bar. 

The project is set to launch in up to 20 global markets, starting with Brazil where people can buy a beer at a website in order to drink later at their favorite bar, and Heineken will match each purchase with a donation to the bar. Other countries participating will include the Netherlands. 

Publicis Brazil, Publicis Italy, and Pubicis.Poke worked on the project, which is supported by an ad titled "Back the Bars." Set to the Simple Minds' track "Don't You Forget About Me," it spells out the lyrics to the song with footage of deserted bars. "Bars need life as much as life needs bars," says the endline. "Pay for a beer now. Enjoy it later."

The move comes after Heineken announced that its volumes had fallen by 14 percent during the first quarter due to the coronavirus pandemic and warned that the second quarter will be worse. 

Other beer brands helping to support bars and bar staff during coronavirus include Carlsberg, which is letting people build up a "virtual keg" every time they drink a beer at home, and Miller Lite, which launched a virtual tip jar for bartenders.