Heineken is launching a global advertising campaign titled "Cheers with No Alcohol. Now You Can" to celebrate the fact that it is now easier than ever for everyone to share social moments regardless of whether they are drinking alcohol or not. The latest global Heineken 0.0 TVC campaign subverts the widespread feeling of exclusion that individuals often experience when choosing not to drink alcohol at social occasions, while showing that Heineken 0.0 gives everyone the opportunity to enjoy social drinking moments together.
Agency: Publicis Italy / Le Pub
The film brings this idea to life by taking the viewer on a journey through fictitious drinking moments across history, from the Viking era to New York’s Roaring ’20s, all the way to the modern day. Each situation shows that the person not drinking alcohol is excluded from the all-important ‘cheers’ moment, before disrupting the situation thanks to the introduction of Heineken 0.0 - a cool and welcome alternative for those who choose not to drink alcohol during social occasions. This new TVC builds on the brand’s previous successful, global campaign, ‘Now You Can’, which introduced Heineken 0.0 as the perfect drink for moments that were traditionally ‘non-beer’ occasions, such as after sports, while parked in a car or at a work lunch. In using these surprising occasions as a setting, Heineken 0.0 acted as an alternative for beer drinkers when they could not have alcohol, without compromising on taste. This new creative campaign embodies society’s changing attitudes over the ages when it comes to non-alcoholic drinking in social situations. And, by highlighting the continued role of Heineken 0.0, it shows how the occasion to choose a non-alcoholic beer is evolving too, moving from individual and day occasions to a more social and evening setting.
