Heineken 0.0 wins Dry January with 360 marketing campaign
Instead of 'zero craic' during Dry January, the Heineken 0.0 Brand Team's message was why not have some 0.0 craic?
1 February 2022 | 0
The Heineken 0.0 Brand Team rolled out a campaign to kick off 2022 with the aim of showing the nation that less alcohol doesn’t mean less craic. They enlisted the help of interagency partners Honey+Buzz, Thinkhouse, Red Star and Talon Ireland.
The successful campaign came on the back of new research carried out by Thinkhouse and Bounce Insights which showed a growing number of Irish adults participating in Dry January this year. Instead of communicating a ‘health-focused’ message, the brand wanted to have a bit more fun with Dry January. After all, January is full of resolutions and for many can be an overwhelming month.
The research suggests that as a whole, 2021 has seen a reduction in alcohol consumption for some groups, with one in three respondents reporting decreased alcohol consumption this year in comparison with previous years. 78% of people feel that there is less stigma now surrounding not drinking at social occasions. Similarly, over 70% of respondents said that socialising can be just as enjoyable when opting for alcohol free alternatives and 0% options.
On the back of this research, Honey+Buzz developed the campaign around an insight of ‘Why have zero craic, when you can have 0.0 craic?’.
To launch the campaign, the Heineken® 0.0 Brand Team held a surprise and delight stunt on 1 January where consumers could win one of five prizes worth €500 by interacting with a 3D billboard on Macken Street in Dublin. Heineken 0.0 brand ambassador Lucy Kennedy launched the stunt on the day, engaging with passers by and handing out prizes. This stunt marked the start of 31 days of competitions and prizing so people could enjoy a little bit of Heineken 0.0 craic throughout the month. The campaign continues throughout the month of Jan 2022.
JOE.ie were selected as main media partners for the campaign, ensuring the brand hit its bullseye audience. Through inspiring editorial content, eye-catching display and social, and on-site competitions It was important this year to have an element of disruption within our campaign so the team chose to work with Headcase to create two on-street murals, which will also be amplified by JOE.ie, all of which working together in promoting the ‘Now You Can’ campaign platform.
“Heineken 0.0 is not just a solution for when you cannot drink alcohol. It is also perfect for those occasions when you just prefer not to drink alcohol,” said Mark Noble, Heineken 0.0 marketing manager. “Since launching Heineken 0.0, we have worked hard to give Irish consumers an appealing, great tasting non-alcoholic option.”
“We’re so proud of this campaign which saw us inject more craic into the Dry January occasion,” he added. “This campaign will help springboard the brand into 2022, which is a year we hope to do our best work yet. Watch this space.”
To amplify the campaign’s messaging across social media, Heineken 0.0 ‘Dry Packs’ were issued out to relevant media and influencers at the start of January. The ‘Dry Packs’ came in the form of a calendar for the month of January with a refreshing gift from Heineken 0.0 for each day of the month, encouraging consumers to enjoy Dry Jan – 31 days, 31 reasons to cheers.
Heineken 0.0 is also available on draught, in addition to bottle and can – so customers can enjoy a freshly poured pint. A bottle of Heineken 0.0 contains just 69 calories and finds favour amongst those seeking a balanced lifestyle.