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.”

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This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.

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This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.