Heineken Launches Campaign For Its Latest Alcohol-Free Alternative

Heineken Launches Campaign For Its Latest Alcohol-Free Alternative
B&T Magazine
Edited by B&T Magazine

Heineken has launched a global advertising campaign titled, “Cheers with No Alcohol. Now You Can” to celebrate it now being easier than ever for people to share social moments regardless of whether or not they are drinking alcohol.

The latest global Heineken 0.0 TVC campaign subverts the widespread feeling of exclusion folks often experience when choosing not to drink alcohol at social occasions.

The TVC takes audiences on a journey through fictitious drinking moments across history, from the Viking era to New York’s Roaring ’20s, all the way to the modern day.

Each situation shows the person not drinking alcohol is always excluded from the all-important “cheers” moment, before disrupting the situation thanks to the introduction of Heineken’s cool, alcohol-free alternative, 0.0.

The new TVC builds on the brand’s previous successful, global campaign, “Now You Can”, which introduced Heineken 0.0 as the perfect drink for moments that were traditionally “non-beer” occasions, such as after sports, while parked in a car or at a work lunch.

In using these surprising occasions as a setting, Heineken 0.0 acted as an alternative for beer drinkers when they could not have alcohol, without compromising on taste.

This new campaign creative embodies society’s changing attitudes over the ages when it comes to non-alcoholic drinking in social situations.

“With so many of us looking for alternatives to alcohol when at social and evening occasions – especially during periods like Dry January, as is common in many regions – the non-alcoholic beer segment has exploded over the last five years,” said global Heineken brand director, Bram Westenbrink.

“And we’ve worked extremely hard to make sure Heineken 0.0 has been at the forefront of that trend. After all, it’s about making sure everyone feels included during social drinking moments, even if they are choosing not to drink alcohol.”

The campaign includes 74, 30 and 15 second films, along with social assets, digital banners, OOH, BTL, and merchandise items, all of which will be launched in multiple countries throughout 2022.

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