It’s dry January and Heineken is not going to miss that moment. It’s time for Heineken 0.0 to star again. LePub and Heineken 0.0 have taken on the challenge of fitting “curious sober” into social culture without the stigma that still persists. Its heroes simply choose not to drink on an occasion – 0.0 Reasons Needed. The campaign’s light humour defends people’s right not to drink free of judgement at any time. They don’t have to be dieting, driving, or working late.
The TVCs were directed by Hanna Maria Hendrich and filmed in Barcelona. The campaign responds to a Heineken study with University of Oxford’s Professor Charles Spence showing that while no alcohol is the default for many in social situations and mindful consumption is a definite trend, and the acceptability of low and non-alcoholic drinks being at a high, social pressures around choosing not to drink alcohol remain.
The survey, carried out among alcohol-age people across five developed non-alcohol beer markets – the UK, US, Spain, Japan and Brazil found that 21% of Gen Z in these five markets have been called-out about their choice of a non-alcoholic drink and say they have concealed drinking low or non-alcoholic drinks because of social pressures. The report also found that more than one-third have felt pressure to drink alcohol in some social situations. The study found a fifth of drinkers now say they move between alcoholic and non-alcoholic beverages at evening social gatherings with friends or family. Gen Z men over the legal drinking age are among the most likely to feel choosing an alcohol-free drink could be a social faux pas. 38% of men in this age group say they would be willing to drink no or low-alcohol versions of alcoholic drinks, but only if their friends do too, and 29% say they feel like outsiders if they don’t drink.
However, 9% call alcohol-free drinking “cool” and 25%, “respectable” rather than “uncool” (4%) or “boring” (6%). And 35% of those who drink low or no alcohol drinks choose this as their beverage on an evening date.
Credits:
Client: Heineken
Senior Director Global Heineken Brand: Nabil Nasser
Global Communications & Strategy Director: Daniela Iebba
Global Communication Manager: Friederike Offermanns
Global Digital Director: Rob van Griensven Head of Global Digital Advertising: Bram Reukers
Global PR Lead: Jonathan O’Lone
Global Commercial Development manager: Youssef AbouElKhair
Agency: LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Milos Obradovic
Creative Directors: Clara Prior-knock & Andreas Hoff
Associate Creative Directors: Santi Urso & Khlauss Feldhaus
Junior Digital Creatives: Nikolay Malchev 7 Alejandro Gutierrez
Chief Strategy Officer: Sol Ghafoor
Strategy team: James Moore,Thiago Jorge, Zoe Lazarus, Ilko Petkov, Tami Garcìa
Chief Production Officer: Francesca Zazzera
Producer: Florin Marica
Post-producers: Sabrina SanFratello & Giorgia Bellondi
Production & Print Manager: Tina Paolella, Daniela Inglieri
Account Management: Shirine Aoun, Madalina Marica, David Owen, Rossana de Rosa, Tinatin Prangishvili, Elina Issakova, Clara Boggia
Production Company: Anorak
Director: Hanna Maria Heidrich
Executive Producer: Tobias Steinhauser
Producer: Steffen Leiser
Director of Photography: André Chemetoff
Stylist: Lucia Lopez
Production Designer: Isabel Peinado Rodriguez
Editor director’s cut: Benjamin Entrup
Post-production Company: Prodigious Italy
Colourist: Jean Clement @ Company 3
Editors: Antonio Civilini & Enrico Munarini
Music Supervision & Licensing: Sizzer
Production Key Visuals: Noruwei
Digital Production Company: Boomerang Agency, part of Publicis Groupe
Media: Dentsu RedStar
PR: Edelman
