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Heineken 0.0
Convincing the Irish to Drink No-alcohol Beer

RAN IN: Ireland

CLIENT
Heineken


AGENCY
Publicis Dublin *Lead Agency



Core *Lead Agency



ThinkHouse



Honey+Buzz



SUMMARY

Ireland has some of the highest per capita beer consumption in the world. However, tastes were changing and Heineken® Ireland faced a declining beer market. Heineken® 0.0 was launched in 2018 to offer a credible, high performing no-alcohol alternative. The product has become a phenomenon. Tripling the size of the category and dominating market share in a highly competitive sector. The success was delivered using serious investment, mass media, discrete segment-based targeting and activation. The contribution to Heineken® Ireland has had a significantly positive effect.

CASE VIDEO


Medium Featured On Video: Branded Content – Product Placement,Digital Mktg. – Display Ads,Digital Mktg. – Influencers,Digital Mktg. – Mobile,Digital Mktg. – Product Placement,Digital Mktg. – Programmatic Display Ads,Digital Mktg. - Programmatic Video Ads,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social Paid,Events,OOH – Billboards,OOH – Other Outdoor,Radio,Sales Promotion, Couponing & Distribution,Sampling/Trial,Sponsorships – Sports,Street Mktg.,TV

Language: English