To complement the release of its alcohol-free beer, Heineken has launched an expansive campaign dubbed 'Now You Can.' The series of advertisements are designed to promote the consumption of the 0.0 beer, which can be enjoyed legally wherever, whenever. Whether you are at work, at the gym or even driving, Heineken encourages viewers to enjoy a cold one, while remaining sober.
The beverage, which first hit shelves in March of 2017, has seen 187% growth in the alcohol-free market, making it the fastest-growing brand within the space. Brand Director Nic Casby credits the growing desire amongst consumers for healthy, great-tasting alternatives to their favorite products as driving the beer's success.
The commercials are just the beginning of the campaign, which pledges cinema, digital and social activations to follow as Heineken strives to not only make the alcohol-free beer accessible but inclusive and fun!
Humorous Drinking-Enablement Ads
Heineken's Now You Can Celebrates Drinking Non-Alcoholic Beer
Trend Themes
1. Alcohol-free Beverages - Opportunity to disrupt the beverage industry by creating innovative and health-conscious alternatives to alcoholic drinks.
2. Inclusive Marketing - Potential to disrupt the advertising industry by creating humorous and relatable campaigns that promote inclusivity and appeal to a wide range of consumers.
3. Non-alcoholic Beer Market Growth - Disruptive opportunity to capitalize on the increasing demand for alcohol-free beer by introducing new brands and expanding product offerings.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to tap into the growing market of alcohol-free beverages and develop innovative products that cater to health-conscious consumers.
2. Advertising Industry - Opportunity for advertising agencies to create inclusive and humorous marketing campaigns that challenge traditional alcohol-centric messaging.
3. Alcohol-free Beer Industry - Opportunity for companies within the alcohol-free beer market to capitalize on the rapid growth and expand their market share through innovative marketing strategies and product development.