Heineken’s no alcohol beer, Heineken 0.0, is just sixteen months but has turned itself the fastest growing brand in the alcohol-free drink segment and Heineken Light and Heineken 0.0 now represent nearly one-third of Heineken’s total beer sales volumes. 0.0’s second advantage is that a 330ml bottle only has 69 calories (289kj).
Heineken has just made a heavy investment in its new wunderkind, 0.0, launching the biggest ever campaign for an alcohol-free beer in the UK. Launching it, very cleverly during the World Cup World Cup semi-final between England and Croatia, which drew a record TV audience of 26.5 million people in the UK plus the millions more watching in pubs and big screens around the UK. The zero alcohol beer’s premise is that this is the drink for all moments and social occasions when a great tasting beer is warranted, but not the alcohol. The timing of the World Cup matches also made people aware that there can be many of those.
The campaign, Now You Can, by Publicis Italy, features the joy of being able to drink a beer at times when alcohol is not OK. What makes these ads fun to watch and easy to remember is that the person smugly brushing off the reprimands of people around him or her gets brought down a notch in another way. Watch:
Publicis Italy also created the launch campaign last year, which focused on getting the new beer accepted using the inclusiveness card and, like the new campaign, used humour for impact. This campaign included a 60-second manifesto ad and a 30-second ad that pitted Heineken 0.0 against the flamboyant alcohol-free drinks popular in clubs.
https://youtu.be/CrQt8NuWVXU
Credits
Client: Heineken
Senior Director Global Heineken Brand: Gianluca Di Tondo
Head of Global Marketing Innovation Heineken Brand: Ilaria Lodigiani
Marketing Innovation Manager Heineken Global: Sarah Nisenbaum
Agency: Publicis Italy
Global Chief Creative Officer Publicis WW & CEO Publicis Italy: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Executive Creative Directors: Luca Cinquepalmi & Marco Venturelli
Global Digital Creative Directors: Milos Obradovic & Mihnea Gheorghiu
Associate Creative Directors: Edgard Guimaraes & Vinicius Dalvi
Art Directors: Giovanni Greco, Giulia Di Filippo & Laura Aondio
Copywriter: Enrico Pasquino, Sara Rosset & Francesca Vitello
Strategic Planner: James Moore
Producer: Marijana Vukomanovic
Worldwide Account Director: David Pagnoni
Client Service Director: Eleni Charakleia
Account Supervisor: Fabiola Miccone
Production Company: Blink Productions
Director: The Bobbsey Twins from Homicide
Executive Producer and Partner at Blink: James Bland
Producer: Patrick Craig
DOP: Alex Barber
Colourist: Matthieu Toullet
VFX Supervisor: Alex Gabucci
Post Producer : Ryan Hancocks
Music track: It’s Your Thing (O. Isley, R. Isley, R. Isley)
Publishing: EMI Music Publishing Italia S.r.l.
Recording cover master: (P) SM Publishing (Italy) Srl obo Pure Sync Limited
