Heineken’s new ad campaign zeroes in on those celebratory moments
Heineken’s new global advertising campaign, “Cheers with No Alcohol. Now You Can” celebrates how 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.
The film takes 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.
This new TVC builds on the brand’s previous campaign, “Now You Can”, which introduced Heineken 0.0 as the drink for moments that were traditionally “non-beer” occasions, such as after sports, while parked in a car or at a work lunch.
This new campaign creative embodies society’s changing attitudes over the ages when it comes to non-alcoholic drinking in social situations.
Bram Westenbrink, global Heineken brand director said: “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. And we’ve worked extremely hard to make sure Heineken 0.0 has been at the forefront of that trend. Having launched Heineken 0.0 in 2017, November 2021 saw us reach a key milestone of distribution across 100 markets, and now we’re keen to help bring even more of our customers along on the journey. After all, it’s about making sure everyone feels included during social drinking moments, even if they are choosing not to drink alcohol.”
The campaign includes 74, 30 and 15 second films, along with social assets, digital banners, OOH, BTL, and merchandise items, all of which will be launched in multiple countries including Austria, Brazil, Canada, Croatia, Italy, Poland, Spain and the USA, throughout 2022.
The film can be viewed on TV, online and across social media and is available in different formats, with local markets primed to use the content to highlight how inclusive social moments (eg. Dry January) can still be, regardless of whether individuals choose to drink alcohol or not.
Credits:
HEINEKEN
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Communication Director: Daniela Iebba
Heineken® Global Communications Manager: Guilherme De Marchi Retz
Heineken® Digital Director: Rob van Griensven
Heineken® Global Digital Production Manager: Bram Reukers
PUBLICIS ITALY/LE PUB
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director: Milos Obradovic
Global Creative Director: Sandra Bold
Art Director Supervisor: Marie Poumeyrol
Art Director: Alex Eftimie
Art Director: Victor Lopez
Senior Copywriter: Rux Drilea
Global Strategy Director: Natasha Wallace
Global Strategy Director: James Moore
Global Data Strategist: Ilko Petkov
Head of TV: Francesca Zazzera
Head TV Production Heineken Global: Mariella Maiorano
Digital Producer: Martina Trozzi
TV Producer: Beatrice Pepe
Le Pub Ams GM/ Global Client Service Director: Eleni Charakleia
Global Client Service Director: Paola Natellis
Group Account Director: Elianne Vermeulen
Account Director: Codruta Arbore
Account Executive: Tinatin Prangishvili
Digital Project Manager: Thiago Tardioli
Production Company: HOBBY FILM
Director: RODRIGO SAAVEDRA
DoP: Pierre de Kerchove
Executive Producer: JOHN GERARD
Producer 24/7: Mariana Mota
Digital Assets:
Production Company: HOBBY FILM
Director: Veronica Von Hünefeld
Executive Producer: JOHN GERARD
Producer 24/7: Mariana Mota
Pills:
Production Company: HOBBY FILM
Director: RODRIGO SAAVEDRA
Executive Producer: JOHN GERARD
Producer 24/7: Mariana Mota
Postproduction Company: MPC London
Executive Producer: Dafydd Upsdell
Offline Editor (Director’s cut): Rich Orrick Work Editorial London
Off line Editor: Enrico Munarini
Color Grading: Matthiew Toullet
Associate Creative Director: Gerard Joosten
Executive Creative Director: Rico de Lange
Creative Director: Tanya Ponomareva
Account Director: Charlotte Grotenhuis
Project Manager: Willemijn de Groot
Project Manager: Lea Degove
Digital Producer: Vic Krens
Designer: Jana van der Merwe
Editor: Gerard Milling
Editor: Rocco Tozzi
Post Producer: Christel Heijmans
Supervisor Post Producer: Paulo Pennings
Post Production Company Digital Assets: TAG London
Executive Producer: JOe Billington
Sound Studio: Grand Central Recording Studio London
Head Sound Engineer: Raj Sehgal
Music production company: Sizzer Music Amsterdam
Music supervisor: Michael Bertoldini
Music producer: Michael Bertoldini
Music Licensing: Massive Music Amsterdam
Original Song: Superstition
Key Visuals:
Art Buyer (Prodigious): Giada Cioffi
Photographer: Row Lawson
Production company: Sfera Production Agency Milano
Executive producer: Miky Vilardo
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