HEINEKEN 0% LAUNCH

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WIN AT TASTE IS WHAT COUNTS

Our challenge was to launch Heineken 0%, driving volume via relevant drinking occasions within what is a traditionally tired, uninspiring category. Lifestyles are moving in a consciously healthier direction, but taste preconceptions hold back the category. If you can win at taste, the category is there for the taking!

We launched Heineken 0.0% at the beginning of the BBQ season - drawing on those summer occasions where people may be looking for a grown-up alternative to alcohol without having to default to cola or lemonade! 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!

SUMMER LAUNCH

JANUARY ACTIVITY

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