Ad of the Day: Heineken 0.0 spot says a long overdue cheers to non-drinkers
Heineken has revisited periods in history where it was socially unacceptable to cheers without alcohol for its latest Heineken 0.0 ad.
The global 'Cheers with No Alcohol. Now You Can' ad campaign promotes the idea that through alcohol-free beer everyone can share social moments whether they are drinking or not.
The 70-second film travels back to the Viking era, to New York's Roaring 20s and the 60s with each scene showing one person excluded from the cheers moment for having different non-alcoholic beverages. It ends in the modern day with the option of a Heineken 0.0 finally including those not drinking.
30 and 15-second cut downs will run alongside the main TV ad spot along with social assets, digital banners, out of home and merchandise items. Publicis Italy created the campaign and Hobby Film is the production company behind the TV ad.
Heineken 0.0 is distributed in 100 markets and the 'Cheers with No Alcohol. Now You Can' will run in multiple territories including Austria, Brazil, Canada, Croatia, Italy, Poland, Spain, and the USA, 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 Bram Westenbrink, global Heineken brand director.