Heineken launches ‘biggest ever’ campaign for alcohol-free beer | RetailTechPodcast

Heineken launches ‘biggest ever’ campaign for alcohol-free beer

The campaign includes a TV advert running across cinema and digital platforms, as well as social media activations and off-trade promotions. The first of a series of three adverts launched during the World Cup semi-final between England and Croatia and will run until September this year. The brand said the campaign is based around the "Inclusiveness of Heineken 0.0 to all moments and social occasions which might call for a great tasting beer, but not for the alcohol". Nic Casby, Heineken UK brand director, said: "We have seen phenomenal growth in the low and no alcohol category and the 'Now You Can' campaign allows us to communicate all the different drinking occasions where HeinekenĀ® 0.0 can be enjoyed." Heineken launched its 0.0 variant in March 2017 and has "Grown 187% in the last year", following what the growing trend of "Healthy living". Heineken said consumers are looking for natural products like beer but with low or no alcohol. Read more