The missing "S" campaign

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In 2021, Heineken-owned beer brand Tres Cruces was preparing to launch Tres Cruces Light in Peru.

The product had already been shipped to retailers when the team noticed a problem: 300,000 cans had been printed with the ‘S’ missing from “Disfrute”, the Spanish word for “enjoy”.

The usual response to something like this would have been a product recall.

Tres Cruces did something else.

They kept the cans in the market and turned the missing S into a competition.

The campaign was called “Rescue of the S”.

People had to find one of the cans with the missing letter, visit a dedicated microsite, enter their details and submit the code printed on the bottom of the can.

And the prizes followed the same idea.

Everything started with S: speakers, smartwatches, scooters, and six-packs of Tres Cruces Light.

The brand also made a video openly admitting the mistake and explaining the competition. It didn't try to hide what had happened or dress it up as something intentional.

According to Contagious, the campaign generated 24 million impressions on social media.

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