Heineken 0.0 launches £6 million campaign "to make alcohol-free beer cool"
Heineken 0.0 has launched what it claims is the biggest ever campaign for an alcohol-free beer in the UK.
The 'Now You Can' campaign includes a £6 million investment in TV commercials, digital, cinema and social activations, as well as off trade promotions.
The campaign focuses on the inclusiveness of Heineken 0.0 to all moments and social occasions, which might call for a beer but not for the alcohol.
The first in the series of three adverts, 'Now You Can: Parking', sees a man enjoying a Heineken 0.0 in a traditionally non-beer scenario. The advert was launched during the World Cup semi-final between England and Croatia, which drew a record TV audience of 26.5 million people. It will now run on TV until September 2018.
Now You Can: Gym Locker and Now You Can: Work Presentation are the other two adverts in the series.
Heineken 0.0 was first launched in March 2017 and it grew by 187% in its first year, to become the fastest growing brand in the alcohol-free segment, according to the producer.
Nic Casby, Heineken UK brand director, said: "As pioneering brewers, we are commited to promoting our innovative products and campaigns to meet consumer needs. We have seen phenomenal growth in the Low & No Alcohol category and the Now You Can campaign allows us to communicate all the different drinking occasions where Heineken 0.0 can be enjoyed.
"We have a bold ambition and a great commitment to lead the premium non-alcoholic beer segment and build positive associations around drinking choices - in other words, we want to make alcohol-free beer cool."