Heineken created The Exchange, a promotional activation that invited everyone to come trade in their unwanted Christmas gifts for cold Heineken. A complete event and bar program organized parties and happy hours around the unwanted gift drop-off stations.

Just before Christmas we ran a campaign – featuring digital, print, TV, and outdoor – highlighting all those gifts we often get for Christmas that we don’t really like. We then invited Puerto Ricans to come bring their unwanted gifts to special exchange stations set up at some of the island’s most popular nightlife hangouts. There they were able to exchange their gifts for a complimentary bottle of Heineken.

All of the collected gifts were sold off to raise money for a charity that protects an underprivileged community in Puerto Rico called Caño Martín Peña.