Media > Channels

BEER? NO. WATER

PUBLICIS BRASIL, Sao Paulo / HEINEKEN / 2017

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Overview

Credits

OVERVIEW

CampaignDescription

Heineken always promote responsible drinking. But you can't fully support a belief like this only with words. So the brand turned it into action. On International Day of Responsible Drinking, the brands of Heineken group made a small change in all their out of home media: all billboards from Amstel Beer, Sol Beer and Heineken swapped their bottles with bottles of water. The taglines of each billboard were also changed to bring a message of responsible drinking.

Execution

Billboards were exchanged at all out of home media points used by Heineken, Amstel Beer and Sol Beer brands in São Paulo, Brazil. The placement took place on the week of September 16, International Responsible Consumption Day.

Outcome

Video Completion Rate: 20%

Impressions: 257.793.107

Reach: 89%

Engagement: 662K e 0,12%

Relevancy

On International Responsible Drinking Day, everyone tells people to be more aware when it comes to drinking. But what good does talking about, if beer advertising remains the same? When Heineken Group changed all their billboards, they stopped selling beer to sell a cause. 

Strategy

The media planning was the out of home materials to show the water replacing the beer.

Synopsis

In september 16th, the whole world celebrates the Enjoy Responsibly Day. A date to remind us to enjoy beer the right way. And that means sometimes we should swap a bottle of beer with a bottle of water.

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