In Rio de Janeiro, Heineken created a functional bar billboard that allowed people to drive up and sample the brand's zero-alcohol lager, Heineken 0.0. The pop-up outdoor bar was stationed on the roadside and set up in such a way so that drivers could enjoy a safe drive-up experience in compliance with current social distancing protocols.
Complete with its own bar staff, the interactive billboard was set up for three days and helped to reach consumers at a time when they are having to avoid their favorite in-person bars and restaurants.
To drive home the point that zero-alcohol beer can be consumed at any time of the day, Heineken found a clever way to communicate a timely message for the holidays when it comes to drinking and driving.
Image Credit: Heineken