Description
In Spain, neighbourhood bars are much more than businesses. They are meeting points, spaces where generations come together and community is built. Hundreds of small establishments with names like “Pepe,” “Paco,” or “Luis” continue to endure as an essential part of local culture in an increasingly challenging and competitive environment. Following the pandemic and its negative impact on the sector, the number of hospitality businesses is recovering, but non-independent venues and those offering more specialised concepts or higher average spending stand out. In addition, traditional bars are more vulnerable to factors such as rising food and energy costs, as well as changes in working patterns, including the spread of remote work and shorter lunch breaks, among many others.
To highlight the resilience of these bars and actively support them as a key part of the social fabric, Heineken launches “Tocayos,” a campaign ideated by LePub, which connects independent bars across the country that already share something unique: their name.
There are many bars that are “Tocayos.” According to the Spanish Confederation of Hospitality Businesses, across the country there are recurring, recognisable names such as Pepe (163), Manolo (156), Paco (144), Luna (99), and Luis (53). These bars can join the Heineken platform to benefit from training services or increased visibility, advantages that will help them become more competitive without losing their essence. Above all, the initiative aims to combine the strength of these bars that are part of the social fabric and continue celebrating them.
Heineken introduces the initiative with a film that captures the reality of several Pacos, Pepes or Luises from different parts of Spain. Real owners who, without knowing each other, share the same name and the same love for their bars. Sharing the same name becomes the link that brings them together, allowing them to share advantages and benefits. The piece reflects their daily lives and the narrative and visual power of these spaces, full of references that are part of the collective imagination.
The “Tocayos” initiative, aimed at clients of HEINEKEN Spain, seeks to give visibility to these bars and draw attention to the importance of preserving local bar culture, while highlighting the value they hold in the everyday lives of millions of Spaniards.
This professional campaign titled 'Tocayos' was published in Spain in March, 2026. It was created for the brand: Heineken, by ad agency: LePub. This Film and Integrated media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 7 minutes ago.
Credits
HEINEKEN® GLOBAL
Head of Global Heineken® Brand: Nabil Nasser
Heineken® Global Communication Director: Dana Katz
Heineken® Global Communication Manager: Alessandra Cavarra
Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Communication Manager: Beatrice Marques Jordao
Heineken® Brand Global PR Lead: Joey Brophy
Heineken Global Digital Manager Heineken®: Laurens Griep
Heineken Agile Project Manager: Paul Suurmeijer
HEINEKEN® SPAIN
Marketing Director: Maria Oliveira
Marketing Manager: Marta Moreno Gomez
Brand Manager: Talía Expósito Cañones
Associate Brand Manager: Irene Loustau Pérez
Marketing & Comms Analyst: Marta Álvarez González
Channel digitalizacion Executive: Pilar Lagullón
Comms Manager: Pilar Perez
Comms Specialist: Gabriel Rodrigez Calderon
Trade Director: Ignacio Cunillé Arias
Trade Marketing manager: Ana Maria García Muñoz
Trade Marketing Specialist: Hugo Ciprian Canorea
Regional Sales Managers:
Eva Gil Trujillo
Javier Prat
Sergi Pugnau Piñeyro
Alberto Rodríguez Santos
Regional trade marketing managers:
Carlota Gil Rodriguez
Alberto Fernandez Perez
Regina Pereiro Santamaría
María Jesús Cabecera
LEPUB
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Gaston Soto
Executive Creative Director: Jack Smedley
Creative Director: Fernando Dominguez
Creative Director: Rafael Nicolau
Creative Director: Alessandro Agnellini
Senior Copywriter: Cristiana Candido
Senior Art Director: Gianluca Sebastiani
Head of Innovation and Digital Production: Vittorio Cafiero
Global Head of Creative Technology: Mauro Mazzei
Digital Producer & Project Manager: Kejsi Haxhi
Global Head of PR & Communication: Isabella Cecconi
Head of Strategy: James Moore
Strategy Director: David Casares
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni
Group Account Director: Luigi Palma
Account Director: Gonzalo Gutierrez
Account Executive: Clara Boggia
Project Manager: Alessandro Grotto
Chief Production Officer: Francesca Zazzera
Head of Production: Federico Fornasari
Producer: Irene Tamagnone
ANTIESTATICO
Chief Executive Producer: Matias Dumont
Director: Santiago Zannou / Eloi Rodes
DOP: Marino pardo / Ana Cadavid
Executive Producer: Juliana Cordoba
Producer: Pilar garcia / Ingrid beschiroff
Production Manager: Rodrigo Alonso De Celada
AD: Antonio Diaz
Unit c: Jose Chica / Javier Silva
Stylist: Tica Castaño
Art Director: Ana Becedas
