• Situation:

Drinking beer in a context or situation outside from parties or social events is frowned upon by everyone. Alcohol is well known for disinhibiting not only our minds and bodies, but also what we say and how we say it.

• Brief:

Heineken launches a beer with zero degrees of alcohol in Colombia. Our challenge was to position Heineken 0.0 as the beer that everyone can drink when they previously couldn’t, like at work, at classes or even while giving an important speech.

• Objetives:

To announce and position the new Heineken 0.0 beer in Colombia.

Show our target that they can drink this product at new moments and places.

Position our new global concept Heineken 0.0 #NowYouCan

Drinking alcohol at an important moment can make things not go as planned, because the higher the degrees of alcohol in our body, the more likely we are to say something without any sense or with a different meaning that what we intended. Putting at risk jobs, relationships, responsibilities and giving us regrets.

But by drinking a non-alcoholic beer, we can be assured that nothing bad will happen and that there won´t be any future regrets.

In this radio campaign we tell the stories of important speeches that change their meaning as alcohol levels increase.

Impact

Kantar´s GBGS shows that Heineken 0.0 is superior tan Aguila 0.0 in terms of taste, also in regular and frequent consumption. This after being one trimester in the market VS Aguila that has been in the market since 2020.

Reach

We accomplished a 30% reach of our +18 target in Bogotá, impacting 2M people.

Change in Behaviour

Colombians understood that thanks to Heineken 0.0 they can now drink while working, running, having a university presentation and more. They can now have a beer where and when they want, since there will be no alcohol in their bodies.

Brand perception

The perception we achieved with Heineken 0.0 is not to compete with Heinekens usual territory, but instead creating our own at new places and moments, where it was frowned upon drinking beer. Now everyone knows that they can drink Heineken 0.0 while doing anything, even if it is something important.