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Heineken® 0.0 launches a new globally integrated marketing campaign to start dry January 2024 with zero judgment - adobo Magazine Online
Spikes Asia 2025
AMSTERDAM, THE NETHERLANDS – Heineken ®’s brand new ‘0.0 Reasons Needed’ campaign launching this January has been designed to send a clear message: if someone goes dry, it doesn’t matter why – it’s their choice.
Whilst social pressures around moderation still exist, Heineken® hopes to shatter the stigma associated with choosing not to drink alcohol, defending people’s right to make judgement-free choices. Through the new ‘0.0 Reasons Needed’ campaign, the brand aims to uplift those who simply want to enjoy a Heineken® 0.0 for its great taste, ensuring everyone is empowered to embrace moderation – if they want to. The series of TVCs poke fun at some of the stereotypes associated with choosing not to drink alcohol, such as assuming someone must be the designated driver, or they’re on a health kick.
Regardless of what people might assume when they see you enjoying a Heineken 0.0, there’s no special reason behind it—just the great taste. The TV commercials, directed by Hanna Maria Hendrich and filmed in Barcelona, will be airing globally in January 2025.
The campaign taps into the wider cultural point that people’s drinking habits are changing, and questions whether we need abstinence months like ‘Dry January’ and ‘Sober October’ in the diary to choose non-alcoholic options. Along with the campaign TVCs, Heineken® 0.0 is launching new research from University of Oxford Professor Charles Spence to show that despite the acceptability of low and non-alcoholic drinks being at a high, choosing one can still raise eyebrows.
Nabil Nasser, Global Head of Heineken® Brand says, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks; not just accepted, but also something people see as a cool and confident choice. That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space, so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0 – our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free.”
Bruno Bertelli, Global CEO LePub, CCO Publicis Worldwide, added: “This campaign challenges the prejudices around the consumption of alcohol-free beer. Heineken 0.0 isn’t just an alternative—its great taste seamlessly fits into real life’s moments. Good flavour speaks for itself, without the need for a special reason.”
Sponsor
Heineken®’s study – which surveyed 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan (over the legal drinking age up to 75), and Brazil (18 – 65) found that Gen-Z (aged 18 to 26 years old) are facing social pressures around alcohol consumption the most.
The survey found 21% of Gen Z in these five markets have been called-out about their choice of a non-alcoholic drink and say they have concealed drinking low or non-alcoholic drinks because of social pressures. The report also found that more than one-third have felt pressure to drink alcohol in some social situations.
Gen Z men over the legal drinking age are amongst the most likely to feel choosing an alcohol-free drink could be a social faux pas. 38% of men in this age group say they would be willing to drink no or low-alcohol versions of alcoholic drinks, but only if their friends do too. If and when Gen Z men choose to drink a low or no-alcohol version of alcoholic drinks, they feel they need to explain and justify their choice of drink and even feel like “outsiders” for doing so (29%). Heineken® has created its latest campaign to tackle these stigmas, supporting people’s right to make judgement-free choices.
Charles Spence, Professor of Experimental Psychology at the University of Oxford Charles Spence, Professor of Experimental Psychology at the University of Oxford , explains: “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations – we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials. For generations, alcohol has played a central role in the way humans socialise, therefore dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society.”
Not everyone is concerned with judgement of their drinking choices. In fact, we’re in the early stages of acceptance becoming the new normal. The study found a fifth of drinkers now say they moderate between alcoholic and non-alcoholic beverages at evening social gatherings with friends or family.
Plenty of people feel secure in their balanced lifestyle – regardless of what others might think of them – and many people admire those who are sober or choose to drink in moderation. More participants acknowledge non-alcoholic drinkers as “cool” (9%) and “respectable” (25%) rather than “uncool” (4%) or “boring” (6%). It is also seen as the confident choice for “dry dating”, with over a third (35%) of those who drink low or no alcohol drinks choosing this as their beverage when on an evening date.
These early signs from non-alcoholic beer leading markets point to the dawn of a new, post-sober curious era.
*Professor Charles Spence, Anthropological Study into changes in consumption of low and no alcoholic products and their effect on society. The study whitepaper and executive summary are available on request.
Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com
CREDITS
Sr. Director Global Heineken Brand: Nabil Nasser Global Communications and Strategy Director: Daniela Iebba Global Communication Manager: Friederike Offermanns Global Digital Director: Rob van Griensven Head of Global Digital Advertising: Bram Reukers Global PR Lead: Jonathan O’Lone Global Commercial Development manager: Youssef AbouElKhair
LePub Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli Global Chief Creative Officer: Cristiana Boccassini Chief Creative Officer: Milos Obradovic Creative Director: Clara Prior-knock Creative Director: Andreas Hoff Associate Creative Director: Santi Urso Associate Creative Director: Khlauss Feldhaus Junior Digital Creative: Nikolay Malchev Junior Digital Creative: Alejandro Gutierrez Chief Strategy Officer: Sol Ghafoor Groupe Strategy Director: James Moore Junior Strategist: Thiago Jorge Head of Culture & Data: Zoe Lazarus Global Data Strategy Director: Ilko Petkov Senior Data Strategist: Tami Garcìa Ethnography/ Data Analyst: Hanna Janasik Data Translator: Tumay Mavi Chief Production Officer: Francesca Zazzera Producer: Florin Marica Post producer: Sabrina SanFratello Print producer: Giorgia Bellondi Production & Print manager: Tina Paolella, Daniela Inglieri Global Client Service Director: Shirine Aoun Group Account Director: Madalina Marica Senior Brand Manager: David Owen Account Director: Rossana de Rosa Account Supervisor: Tinatin Prangishvili Junior Accounts: Elina Issakova, Clara Boggia
Productio Production Company: Anorak Director: Hanna Maria Heidrich Executive Producer: Tobias Steinhauser Producer: Steffen Leiser Director of photography: André Chemetoff Stylist: Lucia Lopez Production Designer: Isabel Peinado Rodriguez Editor director’s cut: Benjamin Entrup Post production Company: Prodigious Italy Colorist: Company 3 – Jean Clement Editor: Antonio Civilini – Enrico Munarini
Music: Music supervision & licensing: Sizzer Music supervisor: Richard Aardenburg Licensing: Veronika Muravskaia Title: Funky Fever Artist: Alan Morehouse and His Bond Street Brigade Written by: Alan Moorhouse Label: Warner Music UK courtesy of PRS for Music, under license from MCPS
Production key visuals Production company: Noruwei Photographer & Director: Chelsea Kyle DOP: Jasper de Kloet Drinks SFX: Erik Voors Executive Producer: Nicola Morino Producer: Harmony Boda Line Producer: Korinna Bognár Post Production: Mattia Giani
Production Digital Production Company: Boomerang Agency, part of Publicis Groupe Virtual Production Studio: Lukkien Director: Martín Rietti DOP: Marcus Autelli Head of Production: Han Schuurman Senior Producers: Laura Thrower & Thom Specht Producer: Juul van Grinsven Business Lead Amplify: Sebastiaan Poublon Executive Digital Producer: Vic Krens Lead Digital Producer: Nina Vaisman Digital Content Lead: Daria Iakovenko Data & Quality Control Lead: Renske de Vlieg VFX Supervisor: Mike Duistermaat Post Producers: Lina Joukhadar & Adam Crick Offline/Online Editor: Ane Zabala Motion Designer: Lenisio Jardim Compositor: Ilia Kole
Catapult SVP, Account Director: Bill Flanagan Account Director: Amanda Torres Erickson Senior Strategy Director: Stacy Newman Account Planner: Rileigh Boyd Group Creative Director: Lorraine Purcell Associate Creative Director: Kyle Dunne Senior Art Director: Mike Gmitter Art Director: Rachel Sweet Art Director: Jess VandeLoo
Dentsu RedStar Global Client Lead: Victoria Gregory Global Strategy Partner: Simon Bielby Global Partnerships Manager: Julie Le Houezec Amplify Planning Director: Marie Boucat Global Account Director: Milo Meulenkamp
Edelman – PR Brand Managing Director: Suzy Socker Director: Kate Gard Associate Director: Harry Zelenka Martin Group Programme Director: Asher Jacobson Account Director: Saskia Butler-Tempest Senior Account Manager: Sébastien-Nicolas Chiffrin Senior Account Executive: Yahia Tamer Account Executive: Carien van Rietschoten
Billion Dollar Boy – Creators Executive Creative Director, Global: Alex Williamson Associate Creative Director: Henry Crisp Junior Creative: Raychel Graham Senior Strategist: George Wells Group Account Director: Sami Westwood Account Director: James Silverstone Account Manager: Anton Carter Account Manager: Tom Nash Operations Manager: Jen Perez
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