Campaign details
Brand: HeinekenBrand owner: HeinekenEntrant company: Momentum SydneyIdea creation: Momentum Worldwide, SydneyPR: Red Havas, SydneyMarket: AustraliaSector: Beer & ciderMedia channels: Events & experiential, Outdoor, out-of-home, Product sampling, Public relations, Social mediaBudget: Up to 500k
Executive summary
As alcohol consumption declines in Australia, there is a growing demand for alcohol-free alternatives. To drive awareness and purchase of Heineken's alcohol-free beer Heineken 0.0 ("Heineken Zero"), the brand first needed to encourage consumers to sample the product. The ideal moment was during 'Dry July' when...