Heineken makes alcohol-free reason-free

Heineken’s new campaign for its alcohol-free beer, Heineken 0.0, defies the stereotypes around non-drinkers, reframing not just its product, but a whole sector.

Created in collaboration with the creative agency Publicis Italy, the new campaign highlights Heineken's message: drinking Heineken 0.0 doesn’t require justification.

The campaign builds on findings from a new anthropological study commissioned by Heineken, revealing that choosing alcohol-free beverages often prompts questions, especially among Gen Z. Phrases like “Are you on a diet?”, “Are you driving?”, or “Are you working late?” are common assumptions people make when someone opts for a non-alcoholic drink. 

Heineken has smashed these assumptions with its new ad which carries the slogan: “Going Dry? Doesn’t Matter Why”.

The ads positions drinking Heineken 0.0 as a choice that requires no explanation through a series of relatable vignettes directed by Bryan Buckley, who’s renowned for his sharp humour and storytelling (often dubbed the "King of the Super Bowl" for his iconic commercials).

Each spot depicts scenarios where people question the decision to go alcohol-free, only for the protagonist to confidently show that enjoying Heineken 0.0 is about personal preference, not external justification.

Our take

Heineken has hit upon a genuine undersung taboo in the modern age: the need to justify why you’re opting out of drinking. 

With a couple of close friends giving this a go lately, I’ve certainly noticed this trend firsthand - even though it’s safe to say we’re far from the Smirnoff Ice downing heyday of the 90s.

Previous ads that tout the merits of going booze-free focus on the taste of the beverage: as in the case of Budweiser Zero’s "Zero Compromise" campaign. Elsewhere, the healthy lifestyle choice of bypassing a beer is touted, such as in the case of Peroni Libera ("Live Every Moment").

While these are worthy and harmless messages in their own right, Heineken has smartly pulled an Uno Reverse on these types of messages: flipping the narrative on its head, while giving a subtle ‘f you’ to the idea that anyone should feel the need to justify in the first place.