Heineken has launched its latest campaign, 0.0 Reasons Needed. The initiative, developed in collaboration with Edelman, aims to normalise the choice of alcohol-free options in social settings.
The campaign is backed by a new anthropological study commissioned by Heineken and conducted by Professor Charles Spence from the University of Oxford.
The study surveyed 11,842 adults across five key markets and uncovered some surprising insights into the social dynamics surrounding non-alcoholic drink choices.
The findings show that 21% of Gen Z respondents have faced criticism for choosing non-alcoholic drinks, more than one third of Gen Z have felt pressured to consume alcohol in social situations and 38% of Gen Z men would opt for non-alcoholic alternatives if their friends did the same.
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Nonetheless, half of the participants noted increased acceptability of low or no-alcohol drinks compared with five years ago and 20% of drinkers now alternate between alcoholic and non-alcoholic drinks at social gatherings.
“We’re proud of our great tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space, so people can enjoy it without being judged,” said Nabil Nasser, global head of Heineken Brand.
“Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0 – our latest campaign shows the bottom line is you don’t need a special reason to go alcohol-free.”
The 0.0 Reasons Needed campaign features a series of TV ads challenging stereotypes associated with choosing non-alcoholic drinks. Directed by Hanna Maria Hendrich and filmed in Barcelona, the ads will air globally from this month.
