Heineken: Don’t Bale on Your Mates
Campaign Overview
Heineken has long dominated the NOLO market but competitors were looking to steal its share – in particular, Lucky Saint, which became the official sponsor of Dry January. So the challenge for the campaign was clear, how could we dominate the Dry January conversation with a refreshing take and differentiate ourselves in a market quickly becoming flooded with alternatives?
We recognised the opportunity to shift the narrative. Instead of promoting what non-alcoholic beer lacked, we positioned Heineken 0.0 as a drink that offered more – more socialising, more occasions and more of what people love. To amplify our message, we partnered with world-renowned footballer and teetotaller, Gareth Bale. Leveraging Heineken’s global association with sports, we showcased the brand as the ideal choice for those who want to socialise without compromise.
Results
4.1% Uplift in Awareness
+4 Pts top of mind awareness (vs.4pts benchmark)
Highest number of video completions with the highest number of link clicks, at a CTR of 0.94% (vs 0.27% benchmark)
CLIENT
Heineken
CAPABILITY
AGENCY
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Publicis London
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