Heineken targets non-drinkers with new global campaign

Heineken is launching a global campaign encouraging non-drinkers to join in with alcohol-focused social occasions this January, with its non-alcoholic beverage positioned as the perfect solution.

"Cheers with no alcohol. Now you can" builds on the brand’s previous successful campaign "Now you can", which introduced Heineken 0.0 as an alternative drink for moments that are typically "non-beer" occasions, such as after sport or while at a work lunch.

The new TVC campaign takes viewers through history, from Vikings to modern day, highlighting situations in which the person not drinking alcohol is excluded from the group “cheers” moment. Heineken 0.0 is then introduced as a welcome alternative.

Supporting activity will take place across social, digital, outdoor advertising and merchandise items, which will launch in multiple countries throughout 2022.

“With so many of us looking for alternatives to alcohol when at social and evening occasions – especially during periods like Dry January, as is common in many regions – the non-alcoholic beer segment has exploded over the last five years,” said global brand director Bram Westenbrink.

“We’ve worked extremely hard to make sure Heineken 0.0 has been at the forefront of that trend. Having launched Heineken 0.0 in 2017, November 2021 saw us reach a key milestone of distribution across 100 markets, and now we’re keen to help bring even more of our customers along on the journey. After all, it’s about making sure everyone feels included during social drinking moments, even if they are choosing not to drink alcohol.”