Creativity in ads for non-alcoholic drinkers can take many forms. It can involve using creative visuals, storytelling, humour, or any other creative technique that engagingly communicates the brand’s message. Ads should also be tailored to the target audience and appeal to their interests, lifestyle, and values. Ads can also be made memorable by using memorable characters, catchy slogans, or unique visuals. Additionally, ads should evoke emotion and create a connection between the brand and the consumer.
Heineken 0.0 is a non-alcoholic beer launched in March 2017 and has quickly become the fastest-growing brand in the alcohol-free segment, growing 187% in the last year. The campaign premise is based on the inclusiveness of Heineken 0.0 to all moments and social occasions, which might call for a great-tasting beer but not for the alcohol. The new spot will air in more than 75 countries and aims to tap into health-conscious consumers’ growing interest in non-alcoholic beer.
Heineken 0.0 has launched a global campaign to tap into “Dry January” and the growing market for non-alcoholic drinks at social events. The campaign, titled “Cheers with No Alcohol. Now You Can,” features a 70-second film that travels back to the Viking era, New York’s Roaring 20s, the 60s, and the present day. It promotes the idea that everyone can share social moments, whether drinking or not. In addition, the campaign includes a 30-second slot during the first half of the Super Bowl and shorter cuts of the film, social assets, digital banners, out-of-home, and merchandise items.
The ad’s creativity lies in representing non-alcoholic people at various events in a given setting. The ad is shown in the form of a timeline, which embodies how people find ways to celebrate different occasions. The ad indicates initially that individuals who abstain from alcohol are more likely to be socially excluded and feel like an outsider in social drinking settings. They cannot celebrate or raise a toast to any occasion, as people look on unpleasantly.
People who choose not to drink alcohol at social events may face peer criticism. The ad shows that people are more likely to be judged negatively if they refuse alcohol, with peers often accusing them of being ‘boring’ or ‘uptight’. This peer pressure can make individuals feel isolated or embarrassed for not drinking. Thus, Heineken presents its range of non-alcoholic beer as a way to relieve people from such situations and makes it more inclusive for all kinds of drinkers.
The advertisement is made based on a detailed timeline. Furthermore, it showcases various social settings and situations representing different ways in which people wish to celebrate moments with their friends, peers, colleagues, etc., but end up being awkward or glared at. In addition, Heineken offers a non-alcoholic version of their lager beer called Heineken 0.0. It is designed to appeal to people who love how beer tastes but don’t want the buzz that comes with it. Heineken, through this ad, also has an underlying message that encourages responsible consumption and reducing the harmful use of alcohol and works with brewers on a global, regional, and market level to promote responsible consumption.