Heineken goes alcohol free.
01 — THE IDEA
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.
02 — RESULTS & RECOGNITION
03 — FIRST RESPONDERS DAY WITH KEN JEONG
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.
RESULTS
370 million impressions. Thousands of free beers delivered.
PRESS
People, Cheddar, Business Insider, Us Weekly
04 — JANUARY DRY PACK
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.
RESULTS
775MM total impressions. 18% sales lift. 80% share of voice for Dry January.
AWARDS
National ADDYs Gold · Regional ADDYs Gold · The Show 2020 Gold, Silver ×2
PRESS
Forbes, FastCompany, Delish, CNBC, Thrillist, Fox Business, Adweek, AdAge
05 — US OPEN WITH RODDICK & DAVENPORT
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.
RESULTS
300 million earned impressions.
AWARDS
The Show 2020 Bronze
PRESS
People, Us Weekly, E! Online
CREDITS
AGENCY Fast HorseECD Eric HusbandGCD Derek TillCD/CW Cynthia PosilicoAD Pete ZlebekCW Josh GloeACCT DIR Dave FransenPRODUCER Laurel Bekke