Heineken wants to make alcohol-free beer cool with £6m campaign

Drinking Heineken 0.0 in a car

Heineken 0.0 has launched what it says is the biggest-ever campaign for an alcohol-free beer in the UK.

The integrated ‘Now You Can’ campaign includes a £6m investment in TV commercials, cinema, digital and social activity, as well as off-trade promotions.

The campaign premise is based around the inclusiveness of Heineken 0.0 to all moments and social occasions, which might call for a beer but not for the alcohol.

The first in a series of three adverts, titled ‘Now You Can: Parking’, sees a man drinking a Heineken 0.0 in a “traditionally non-beer scenario”. That’s one way of describing a chap sat behind the wheel of a car nursing a cold one. The ad runs on TV until September 2018. ‘Now You Can: Gym Locker’ and ‘Now You Can: Work Presentation’ will follow.

Heineken 0.0, which launched in March 2017, is the fastest-growing brand in the alcohol-free segment, growing 187% in the last year. Also, over half of the top 10 bottled beers in the UK gaining the most distribution in the last year have been alcohol-free.

Nic Casby, Heineken UK Brand Director, said: “As pioneering brewers, we are committed to promoting our innovative products and campaigns to meet consumer needs. We’ve seen phenomenal growth in the Low & No Alcohol category and the ‘Now You Can’ campaign allows us to communicate all the different drinking occasions where Heineken 0.0 can be enjoyed.

“We have a bold ambition and a great commitment to lead the premium non-alcoholic beer segment and build positive associations around drinking choices – in other words, we want to make alcohol free beer cool.”