Heineken goes alcohol free.

To introduce the new alcohol-free Heineken 0.0 to the US market, we targeted the sober curious with a steady stream of culturally relevant content and activations. Along the way, Heineken 0.0 became the international sales leader in the category and helped pioneer a new subset of drinking culture.

With alcohol-free Heineken 0.0, even on-call first responders can enjoy a cold one. We teamed up with doctor/actor Ken Jeong to thank firefighters, EMTs, and doctors with a special beer delivery on First Responders Day. On social, we gave people the chance to send free Heineken 0.0 to their own local heroes.

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I went and actually gave free beer to first responders. It was really one of my favorite moments ever.

How does a beer brand celebrate Dry January? With beer, of course. The January Dry Pack gave people an Advent calendar-style approach to their resolution with 31 cans of alcohol-free Heineken 0.0.

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Pairing love-love with 0.0. As the official beer of the US Open, Heineken enlisted legendary servers Andy Roddick and Lindsay Davenport to deliver the perfect serve to everyday New Yorkers. Those who could return their serve successfully won a pair of tickets to the tournament. Spoiler alert: not many people won tickets.