Heineken 0.0 isn’t one of those alcohol-removed products, says Willem van Waesbergher, global craft and brew master at Heineken. “Removing alcohol from regular 5% Heineken would have been easy, but it wouldn’t deliver the same premium beer taste that Heineken is known for. Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish.”
It will be introduced to the American public via the brand’s new global campaign platform, #NowYouCan, which will come to life through a national marketing program unprecedented for the category, which showcases the wide range of fun, social occasions Heineken®0.0 creates.
The campaign kicks off with a series of five TV and digital spots, including ‘Now You Can: Presentation’ which debuted this week, as well as four additional spots launching throughout 2019, including Now You Can: Backstage,’ ‘Now You Can: Parking,’ and ‘Now You Can: Gas Station.’ Each spot highlights 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.
“For the U.S., the time has come for an innovation that disrupts the category and offers a new take on how and when people enjoy beer,” said Jonnie Cahill, Chief Marketing Officer, Heineken USA. “Heineken 0.0 brings an incredible beer taste to the non-alcoholic space and opens a world of opportunity for people to come together and enjoy a brew that expands drinking occasions—not limits them.