Heineken is mounting a £6m push for its 0.0% non-alcoholic lager - the largest campaign for any alcohol-free beer in the UK to date.
The campaign, called ‘Now You Can’, will see several adverts air on national TV until September, featuring people drinking Heineken 0.0 in “traditionally non-beer scenarios” such as parking a car, going to the gym and giving a presentation at work. The parking ad was first screened during the World Cup semi final between England and Croatia.
The push will also cover cinema, digital and social activations as well as off-trade promotions.
Heineken had seen “phenomenal growth in the low and no-alcohol category and the ‘Now You Can’ campaign allows us to communicate all the different drinking occasions where Heineken 0.0 can be enjoyed”, said its UK brand director Nic Casby.
Indeed, as The Grocer’s Britain’s Biggest Alcohol Brands 2018 report revealed this month, the Heineken brand is only in growth (up 2.1% to £70.3m) thanks to the strong performance of 0.0, which grew sales by £4.07m while the flagship lager fell £2.65m to £66.1m [Nielsen 52 w/e 21 April 2018].
The news comes as Heineken has also this week launched a new on-pack promotion for its Aussie lager brand Foster’s, offering shoppers the chance to win a trip to Australia in partnership with music discovery app Shazam.