Taking Heineken 0.0 to the parts other beers cannot reach

IPA Effectiveness Awards Case Study 2020

Heineken wanted to launch 0.0 globally as a premium brand in the growing non-alcoholic beer category. Research showed consumers were sceptical about the image, role and taste of non-alcoholic beer. The ‘Now you Can’ proposition sought to frame 0.0 as a positive choice rather than as a compromise. Communications created a new role for the category, showing consumers drinking it at work, the gym or whilst parking. Targeted social was directed at the ‘active parents’ and ‘health conscious’ segments, along with mass sampling. This paper mainly covers rapid sales growth and other results from the seven launch markets, from 2017 to 2019. The brand has subsequently expanded into another 51 countries.

With the Heineken 0.0 NOW YOU CAN campaign we have targeted new beer occasions to expand our Heineken® footprint. With this consistent approach we have been able to attract new consumers, and inspire Heineken® consumers to drink our beer on new occasions all across the globe. A great result for a great tasting beer, with almost no cannibalisation and a positive Halo effect on Heineken.

Els Dijkhuizen, Director Global Communication & Innovation
Heineken