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Back

Nothing to Declare

Objective

Launch Heineken 0% and drive volume within what is a traditionally tired, uninspiring category.

Strategy

Draw on summer occasions where people may be looking for a health conscious, grown-up alternative to alcohol.

Working closely with retailers to secure additional feature display we brought the British summer to life, with a 0.0% twist and no compromises. Sampling, BBQ giveaways, couponing and in-store/digital POS via retailers all helped drive trial and volume.

This was followed up with a heavy focus at that time of year when alcohol-free drinks resonate most – Christmas and the New Year dry January campaign!

The campaign achieved a 187% growth in launch year, followed by 25% in year 2.