Heineken: 0.0 barriers

Heineken partnered with Brazil's most important highways concessionaire, CCR, to turn each Heineken 0.0 bottle or can into a payment method that would open crowded toll booths to increase awareness and relevance in the non-alcoholic beer category.

Campaign details

Title: 0.0 BarriersBrand: HeinekenProduct: Heineken 0.0. AlcoholIdea: LEPUBCountry: Brazil

Why is this work relevant for Creative Effectiveness?

Imagine a market where your competitors are battling for leadership, and you haven't even joined the game. Consider that this category is already well-established, with consumers having their criteria for choosing, and despite its high potential, the current values aren't helping the category's growth. What would you do? Heineken chose to change the game instead of simply entering it. We leveraged the strength of our brand to build a fresh value proposition...

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