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Heineken 0.0 Uses History to Bust Myths on Non-Alcoholic Drinking

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'Cheers with No Alcohol' campaign from Publicis Italy journeys through history to debunk the myth of non-alcohol drinks being the 'unsociable option'

Heineken 0.0 Uses History to Bust Myths on Non-Alcoholic Drinking

Heineken is launching a global advertising campaign titled “Cheers with No Alcohol. Now You Can'' to celebrate the fact that 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 brings this idea to life by taking 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 - a cool and welcome alternative for those who choose not to drink alcohol during social occasions.

This new TVC builds on the brand’s previous successful, global campaign, ‘Now You Can’, which introduced Heineken 0.0 as the perfect drink for moments that were traditionally ‘non-beer’ occasions, such as after sports, while parked in a car or at a work lunch. In using these surprising occasions as a setting, Heineken 0.0 acted as an alternative for beer drinkers when they could not have alcohol, without compromising on taste.

This new creative campaign embodies society’s changing attitudes over the ages when it comes to non-alcoholic drinking in social situations. And, by highlighting the continued role of Heineken 0.0, it shows how the occasion to choose a non-alcoholic beer is evolving too, moving from individual and day occasions to a more social and evening setting.

Bram Westenbrink, global Heineken brand director, HEINEKEN, 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 like Dry January can still be, regardless of whether individuals choose to drink alcohol or not.

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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

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

Post Production

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 - Digital Assets

Post Production Company Digital Assets: TAG London

Executive Producer: JOe Billington

Sound Studio

Sound Studio: Grand Central Recording Studio London

Head Sound Engineer: Raj Sehgal

Music Production

Music production company: Sizzer Music Amsterdam

Music supervisor: Michael Bertoldini

Music producer: Michael Bertoldini

Music Licensing

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

Genres: People, Storytelling

Categories: Alcoholic Beverages, Low alcohol beers, wines and ciders

Heineken , Tue, 04 Jan 2022 10:10:23 GMT