Taking Heineken 0.0 to the parts other beers cannot reach

IPA Effectiveness Awards Case Study 2020


Heineken wanted to launch 0.0 globally as a premium brand in the growing non-alcoholic beer category. Research showed consumers were sceptical about the image, role and taste of non-alcoholic beer. The ‘Now you Can’ proposition sought to frame 0.0 as a positive choice rather than as a compromise. Communications created a new role for the category, showing consumers drinking it at work, the gym or whilst parking. Targeted social was directed at the ‘active parents’ and ‘health conscious’ segments, along with mass sampling. This paper mainly covers rapid sales growth and other results from the seven launch markets, from 2017 to 2019. The brand has subsequently expanded into another 51 countries.

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Heineken

Winners 2020

Bronze Winner

Title

Taking Heineken 0.0 to the parts other beers cannot reach

Brand

Heineken 0.0

Client

Heineken

Agency

Heineken
Publicis Italy
Starcom NL

Principal Authors

  • Ed Booty - Publicis Groupe
  • James Moore - Publicis Italy
  • Javier Galindo Jimenez - Heineken
  • Els Dijkhuizen - Heineken

Contributing Authors

    Credited Companies

    • Publicis Worldwide - 0
    • Starcom Worldwide - 0

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