Pilsener's 'Beer Refill' Tops Up Excited Fans Spilt Drinks

Pilsener, Ecuador’s most consumed beer and a longstanding supporter of national football, is once again revolutionising the fan experience with the launch of 'Beer Refill', an innovative and entertaining brand initiative that turns spilled beer into
a symbol of celebration and connection.

Developed by Delta MullenLowe, the campaign taps into a fun and unexpected insight: Ecuadorian fans, in the heat of celebrating goals and great plays, often spill up to 40% of their beer. Rather than seeing this as a problem, Pilsener saw an opportunity to
give back to its passionate audience in an unforgettable way.

The solution? Beercams - stadium cameras inspired by the popular 'kiss-cams' - that capture the exact moments when fans spill their beer. When these moments are detected, the Pilsener Beerman, an official brand ambassador, rushes in to refill the fan’s cup on the spot, ensuring nobody misses out on enjoying their drink. This real-time interaction quickly turned the Beerman into a beloved figure across stadiums, adding a new layer of excitement to the match-day ritual.

“Watching football in Ecuador is not just a sport - it’s a social ritual,” said José Lizarzaburu, executive creative director at Delta. “Beer is at the heart of that experience, and with Beer Refill, we’re not just topping off drinks - we’re amplifying the passion
and camaraderie that make Ecuadorian football culture so special.”

To extend the campaign beyond the stadium, Pilsener shared real Beercam moments across social media and digital platforms, creating viral content that resonated deeply with fans. The rollout included influencer collaborations and branded digital storytelling,
reinforcing Pilsener’s position as a creative, fan-first brand and a central figure in Ecuadorian football.

Beer Refill is more than a marketing campaign - it’s a celebration of shared passion, spontaneity, and the moments that make football unforgettable.