Heineken 0.0 Invites People to Cheers with No Alcohol
Laura McQuarrie — January 7, 2022 — Lifestyle
References: adweek
Cheers With No Alcohol. Now You Can is the newest campaign for Heineken 0.0 non-alcoholic beer and it uses history to challenge the idea that alcohol-free drinks are unsociable options. The campaign celebrates the fact that is is now easier than ever for people to share special moments whether they choose to consume alcohol or not.
The campaign focus on social moments together and it takes viewers on a journey through fictitious moments across time. From the Viking era to the Roaring 20s in New York, the campaign shows that the person who isn't drinking alcohol isn't excluded.
This campaign builds on the success of previous ones from the brand, namely the Now You Can global campaign that introduced Heineken 0.0 as the perfect option for non-beer occasions.
The campaign focus on social moments together and it takes viewers on a journey through fictitious moments across time. From the Viking era to the Roaring 20s in New York, the campaign shows that the person who isn't drinking alcohol isn't excluded.
This campaign builds on the success of previous ones from the brand, namely the Now You Can global campaign that introduced Heineken 0.0 as the perfect option for non-beer occasions.
Trend Themes
1. Non-alcoholic Beverage Consumption - The trend towards non-alcoholic beverage consumption continues to grow and provide opportunities for brands like Heineken to create innovative alcohol-free products and campaigns.
2. Inclusion in Social Settings - Campaigns like Cheers With No Alcohol showcase the importance of inclusive social settings and present opportunities for businesses in various industries to create products and services that cater to a diverse consumer base.
3. Nostalgic Marketing - Heineken's use of fictitious moments across time as part of its campaign shows the effectiveness of nostalgic marketing in engaging consumers and presents opportunities for businesses to incorporate this strategy into their own marketing efforts.
Industry Implications
1. Beverage - The non-alcoholic beverage industry continues to grow and presents opportunities for brands to create innovative products that appeal to consumers seeking alcohol-free alternatives.
2. Hospitality - Campaigns like Cheers With No Alcohol highlight the importance of creating inclusive social settings in hospitality and offer opportunities for businesses to provide alcohol-free options and experiences for customers.
3. Marketing - Heineken's use of nostalgic marketing in its campaign highlights the effectiveness of this strategy and presents opportunities for businesses in various industries to incorporate nostalgia in their own marketing efforts.
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