Heineken 0.0

Heineken 0.0 sought to amplify their #NowYouCan campaign for their non-alcoholic beer, believing the product could be perceived as a cool, health-conscious, great tasting beer alternative for:

  • Professional Man/Women of the World

  • Health Conscious

  • Moderate Experienced

  • Active Parents

Fall 2019 Team:

  • Nicole Alexander

  • Jose Fresan

  • Penelope Herrera

  • Natasha Khemraj

  • Melissa Lee
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The brand identified awareness as a problem but,
we believed there were a few discrepancies with the product placement and the Active Parents persona.

I was not convinced,
so I began digging.

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dig through the data

Using Simmons, I looked at: 

active parent x location 

segments to see how they aligned with what Heinken believed.

And, nearly every time I saw, 

* *

DREADED TWO STARS.

meaning the projections are likely unstable.

So, I did more digging. 

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ask questions

We had people come back mad because they picked this stuff up by accident. So, we moved it.

3 inquires with stores

Common themes:  

  • Customers returned upset accidentally picking up 0.0 

  • Chose to place 0.0 with other non-alcoholic options. 

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listen up x speak to the people

In a Mexican restaurant, a Heineken 0.0 commercial aired.
Older Gen Xers and Baby Boomers were talking about it so I listened.
After the second one, I joined. 

Older people like me would like this… I grew up on beer. These kids today like wine and weed. But I like beer. And, a lot of us are on meds so I shouldn’t be having alcohol like that anyway. I’d buy it.
 -Black Male, 71

I think I’ve seen this in the store when I went up north but I think it was with the other Heineken stuff so I wasn’t sure if it was really alcohol-free
-Latina Woman, late 40s 

They should advertise this to us 40 somethings. I still want the taste but I can’t handle multiple beers anymore
-Black Woman, 51

Exactly. Especially because I’m assuming it tastes the same it just doesn’t have the buzz
-Mixed Woman, 40s

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 dig through the data 

"WINE & WEED?"
there was something to that:

25%

of users have decreased alcohol consumption

52%

of the nearly 55 Million adults who use marijuana are millennials

75%

typically smoke with company

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create the story

NEW PERSONA: CALI SOBERS

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​Cali Sobers left alcohol behind replacing it with marijuana and related products.

 

With Heineken 0.0 current branding and marketing, this was the best solution. 

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fight for what's right

Cali Sobers are the right now,

Gen Xers are the future

Xers

are still enjoying alcohol and wine on a regular basis.

45%

of Gen X men 43% Baby Boomer men are most likely to cite beer as their favorite alcoholic drink.

30%

of U.S. adults admitted that they’ve had a problem with drinking to excess.

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lay the foundation

The new persona and future target market recommendations, backed by research, laid the foundation for the strategy and creative teams at Heineken to reevaluate & adjust current strategies to incorporate Cali Sobers into their reach.   

gave up alcohol because of it's negative health impacts & stigmas?

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#NowYouCan drink with friends, wherever, without fear, just taste

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