HEINEKEN 0.0 – NONE ALCOHOL BEER FOR THE FIRST TIME IN VIETNAM

HEINEKEN 0.0 – NONE ALCOHOL BEER FOR THE FIRST TIME IN VIETNAM

Client: Heineken Vietnam Brewery Limited Company (a subsidiary of Heineken)

Brand: Heineken 0.0

During: 30 May to 16 August 2020 Target audience: for both men and women 18 years and older, anyone who likes to enjoy the taste of beer but doesn’t want to be affected by the alcohol content.

PRIMARY OBJECTIVES:

1. Increase brand awareness.
2. Introduce customers to Heineken beer alternatives for those who do not want to use typical beer with alcohol concentration.

KEY CHALLENGES:

1. Introducing new non-alcoholic beer for customers who want to enjoy a beer during the day but do not want to be affected by alcohol concentration.
2. Effectively communicate the functional benefits of Heineken0.0 beer.
3. Deliver the message “Now You Can” in a witty approach to impressions and experiences.
4. Design a new and creative booth, creating excitement for customers when coming to the booth to experience and try the products.

THE CONCEPT

PRODUCT STRATEGY – Zero alcohol

Heineken 0.0 is the latest improvement from Heineken with 0% Alcohol. Heineken has created a new non-alcoholic beer using only natural ingredients, creating a brew that is brewed for beer-lovers to blend into their healthy habits while keeping their spirits fresh and balanced.

“NOW YOU CAN” SPIRITS

Heineken 0.0 offers customers a new and innovative option for all drinking occasions or even non-beer occasions. Customers can enjoy this non-alcoholic beer at work, at the gym, during lunchtime, and even after driving home, without having to worry about the government’s 100-decree.

DRINKER INSIGHT

A drink to power up the user’s mood in everyday moments/activity is the unexpected solution. They can drink it as they please and stay sober anytime, anywhere. Drinking and driving laws have slowed beer lovers’ enthusiasm. They crave a non-alcoholic and low-alcohol, refreshing, delicious beer.

ACTIVATION

1. Before driving – 0 gì là không thể (Nothing is impossible)
2. After exercising – 0 gì là không thể (Nothing is impossible)
3. During working hours – 0 gì là không thể (Nothing is impossible)
4. Perfect lunch – 0 gì là không thể (Nothing is impossible)

Heineken 0.0 offers drinkers a special option to enjoy beer anytime, anywhere. With Heineken 0.0, you can now conquer your impossible-enjoying time.

KEY TACTICS/ ENGAGEMENT

ACTIVATION & SAMPLING:

Making customers surprised and excited when entering the sticker area with directional speakers, the sound on the speakers creates curiosity about Heineken’s new beer product campaign. There are also stickers on the floor leading to the booth area to experience the special activities in this area.

BOOTH  Heineken 0.0: Here, the customers will participate in interactive games such as: After sports, Before driving, During working hours, and Kahoot game activities.

In addition to fun game activities, customers also receive a sample of Heineken 0.0 beer to experience the newly launched taste.

LUCKY DRAW: Customers who come to Heineken 0.0 booth will receive free lucky numbers to spin the lucky cage to win prizes from Heineken 0.0 beer: first prize, second prize, third prize will be immediately awarded to the winning customer there.

By adopting a new non-alcohol product when the Government’s Decree 100 was issued, Heineken wants to emphasize that we can still drink beer anytime, anywhere without having to fear driving, which is Heineken 0.0.

It has proven that customers approach as well as buying and trying the product.

OUTCOME:

1. New experience of zero-degree beer in the Vietnam market.
2. Reach more than 500,000 people, introduce as well as let customers try the product.
3. Launch sales of more than 3,000 cases.