Heineken has launched the biggest ever campaign for an alcohol-free beer in the UK, promoting its 0.0 brand.
The integrated ‘Now You Can’ campaign includes a £6 million investment in TV commercials, cinema, digital and social, as well as on- and off-trade promotions, leading the alcohol-free category.
The campaign premise is based around the inclusiveness of Heineken 0.0 to all moments and social occasions, which might call for a great tasting beer but not for the alcohol.
The first in a series of three adverts, titled ‘Now You Can: Parking’, sees a man enjoying a Heineken 0.0 in a traditionally non-beer scenario. The advert was launched during the World Cup semi-final between England and Croatia, which drew a record TV audience of 26.5 million, plus the millions more watching in pubs and big screens around the UK, and will run on TV until September 2018. There are two other ads in the series.
Heineken 0.0 was launched in March 2017 and has quickly become the fastest growing brand in the alcohol-free segment, growing 187% in the last year. With the growing trend of healthy living, consumers are looking for natural products like beer but with low or no alcohol.
Great taste, natural ingredients
Heineken 0.0 promises great taste and natural ingredients, and has only has 69 calories. Over half of the top ten bottled beers in the UK gaining the most distribution in the last year have also been alcohol free.
Heineken brand director, Nic Casby, said: “As pioneering brewers, we are committed to promoting our innovative products and campaigns to meet consumer needs.
“We’ve seen phenomenal growth in the low- and no-alcohol category and the Now You Can campaign allows us to communicate all the different drinking occasions where Heineken 0.0 can be enjoyed.
“We have a bold ambition and a great commitment to lead the premium non-alcoholic beer segment and build positive associations around drinking choices — in other words, we want to make alcohol free beer cool.”