Heineken has launched ‘0.0 Reasons Needed,’ a new global marketing campaign that seeks to normalise choosing an alcohol-free drink.
The campaign includes a series of TV ads that challenge a number of stereotypes around reasons for not drinking alcohol, including dieting or being a designated driver.
The campaign comes on the heels of a worldwide survey of almost 12,000 adults which found that 21% of Gen Z respondents have been criticised for choosing non-alcoholic drinks. The poll also revealed that more than one-third of Gen Z have felt pressured to drink alcohol in social situations and 38% of Gen Z men would opt for non-alcoholic alternatives if their friends did the same.
However, half of the participants reported increased acceptability of low- or no-alcohol drinks compared to five years ago, and 20% of drinkers now alternate between alcoholic and non-alcoholic drinks at social gatherings.
Nabil Nasser, Global Head of Heineken Brand, commented: “We’re proud of our great tasting Heineken 0.0 and its role in helping to remove the stigmas in this space, so people can enjoy it without being judged.
“Our latest campaign shows the bottom line is you don’t need a special reason to go alcohol free.”
