Our task was to launch 100% natural and 0% alcohol Heineken 0.0 through making it relevant to active and young citizen.
We’ve defined that Heineken 0.0 is not a compromise. It inspires to live above standard barriers if you love Heineken natural beer taste.
The idea captured by formula '0.0 reasons to limit yourself' was highly engaging in trials at lunchtime, on art shows, on Formula 1 cup in Sochi, to name just few profiles of occasions. Every claim is unlocking carefully discovered insight to help overcoming each specific barreer. The provocative climax of Heineken 0.0 launch has peaked on partnering with Moscow city half-marathon were we've provided branded refereshment zone, stunt performance and free Heineken 0.0 for contestants under the winning claim '0.0 reasons to stop'.
The trials topped up to 200 000 contacts in 3 months, for 80 roubles cpc.