To drive midweek footfall in bars — and celebrate that well-earned first pint after work — we’ve created an ownable moment built around the iconic Heineken logo.

Throughout October 2025, our 4:59eken campaign will offer free rounds of pints from 4:59pm, Monday to Friday, for groups of up to four. Supported on social and in-bar, the experience is brought to life with 4:59eken clocks that light up at 4:59pm, marking the moment the workday ends and good times begin.

After an overwhelming launch, and with planning already underway for an even bigger and better 4:59eken in 2026, this brand platform clearly won’t be clocking off anytime soon.