Heineken Zero
Toasting to your health: The ‘Zero Campaign’ with hero rewards
To break stereotypes and overturn conventions, the only answer to this challenge was to get beer in the target audience’s hand.
Beer shouldn’t be a tough sell, right? Unless you’re tasked with introducing a non-alcoholic beer in a die-hard, beer-loving country, yes Ireland… Heineken is globally renowned for their great-tasting beers in their iconic green branding, and its heritage as a border-spanning brewer. Because were asked to help introduce their new Zero alcohol product to an audience of discerning beer lovers, 25 and older, and overturn some non-alcoholic myths whilst doing it. The question is, how? With one of the world’s biggest road trips and sampling campaign, that’s how.
Heineken Zero
Toasting to your health: The ‘Zero Campaign’ with hero rewards
To break stereotypes and overturn conventions, the only answer to this challenge was to get beer in the target audience’s hand.
Beer shouldn’t be a tough sell, right? Unless you’re tasked with introducing a non-alcoholic beer in a die-hard, beer-loving country, yes Ireland… Heineken is globally renowned for their great-tasting beers in their iconic green branding, and its heritage as a border-spanning brewer. Because were asked to help introduce their new Zero alcohol product to an audience of discerning beer lovers, 25 and older, and overturn some non-alcoholic myths whilst doing it. The question is, how? With one of the world’s biggest road trips and sampling campaign, that’s how.