Tocayos
Heineken · 2026
1 award: Cannes
Strategic insight
A pattern already present in Spanish bar culture—thousands of bars with identical names—becomes meaningful only when treated as a signal of belonging and scale. Recognition of the overlooked everyday observation drives both consumer engagement and business participation.
Business Result
Bars in the Tocayos platform increased Heineken volume orders by 20%, with the platform made available to 12,000 independent venues across Spain. The network delivered both commerce and viability for small venues competing against larger operators.
Earned Reach
The campaign generated 677,000 euros in media value through PR rooted in a cultural insight. The strategy relied on recognition of an overlooked pattern to drive natural engagement across consumers and bar owners without requiring explanation.
