Insight
Heineken is a global brand. Its campaigns are adapted to markets all over the world. 2016’s global Christmas campaign had a special resonance with Puerto Rico, as it was starred by Puerto Rican actor Benicio del Toro, who was shown opening less-than-great gifts (except for Heineken) in the main TV spot. It served as the inspiration for a seasonal promotional activation for Puerto Rico.
Idea
Heineken created The Exchange, a promotional activation that invited everyone to come and trade their unwanted Christmas gifts for a cold Heineken. People made the swap during premium happy hours and even at a final big event. All of the collected gifts were sold-off to raise money for the charity Caño Martín Peña.r