Heineken’s 0.0 Dry January 360 Marketing Campaign

As a whole, 2021 has seen a reduction in alcohol consumption for some consumer groups, according to new research carried out by PR company Thinkhouse and Bounce Insights.

This study showed a growing number of Irish adults participating in this year’s Dry January and indicated decreased alcohol consumption this year in comparison with previous years. It also found that 78% of people feel that there’s less of a stigma now surrounding not drinking at social occasions. Over 70% of respondents said that socialising can be just as enjoyable when opting for alcohol-free alternatives and 0% options.

As a result of the research 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.

It enlisted the help of interagency partners Honey+Buzz, Thinkhouse, Red Star and Talon Ireland. On the back of the research Honey+Buzz developed a campaign around an insight of ‘Why have zero craic, when you can have 0.0 craic?’.

The Heineken 0.0 Brand Team launched the campaign by holding a surprise and delight stunt on the 1st of January where consumers could win one of five prizes worth €500 by interacting with a 3D billboard on Dublin’s Macken Street.

Heineken 0.0 brand ambassador Lucy Kennedy launched the stunt on the day, engaging with passers-by and handing out prizes. This marked the start of 31 days of competitions and prizing so that people could enjoy a little bit of Heineken 0.0 craic throughout the month.

“Heineken 0.0 is not just a solution for when you cannot drink alcohol,” said Mark Noble, Heineken 0.0’s Marketing Manager, “It’s also perfect for those occasions when you just prefer not to drink alcohol.”

This campaign will help springboard the brand into 2022, he added.