Heineken celebrates non-drinkers in a romp through their history

The brand's new global ad for its zero alcohol beer shows how attitudes are changing

Published On
Jan 05, 2022

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Heineken pays tribute to non-drinkers in a January push for its Heineken 0.0 zero alcohol beer, a historical romp through the centuries to show attitudes to teetotallers and are changing. 

The global spot, by Publicis Italy/Le Pub, depicts how, from the times of the Vikings until relatively recently, non-drinkers have been made to feel left out, socially excluded or humiliated on social occasions. That's particularly obvious when they're trying to say "cheers" with a non-alcoholic drink, so the various scenarios depict that through the ages.

There's a "Bridgerton"-style Regency scene in which a woman is shunned for drinking tea; a 1920s scene in which a man gets filthy looks for holding up a milkshake for a toast; a '70s groove moment where a juice box is the culprit and a 1980s-style office where a man gets short shrift for imbibing a soda. Finally, the action flips forward to the present day, where the protagonist gets a bottle of Heineken 0.0 beer and can finally say "cheers" to no alcohol. The ad, directed by Rodrigo Saavedra via Hobby Film, is set to Stevie Wonder's "Superstition" and benefits from diverse casting and great costumes.

It's not Heineken's first ad featuring its zero-alcohol beer (previous efforts have memorably included James Bond as a "Dry Spy"), but the push comes as it faces more competition in the non-alcoholic drinks space as brands target increasing numbers of consumers trying to moderate their drinking, especially during "Dry January."

Corona is launching its own zero-alcohol beer "Sunbrew" this month, blended with Vitamin D, while brands such as Seedlip have experienced huge success in the non-alcoholic spirits space. 

With this campaign, Heineken also hopes to show that non-alcoholic beer can be enjoyed in social and evening settings as well as on individual occasions and during the day. "It’s about making sure everyone feels included during social drinking moments, even if they are choosing not to drink alcohol," said Bram Westenbrink, global brand director at Heineken, in a statement.

“With so many of us looking for alternatives to alcohol when at social and evening occasions, especially during periods like 'Dry January,' as is common in many regions, the non-alcoholic beer segment has exploded over the last five years," added Westenbrink.  "We’ve worked extremely hard to make sure Heineken 0.0 has been at the forefront of that trend." The company debuted Heineken 0.0 in 2017 and this past November, Westenbrink said the brew reached a key milestone of distribution across 100 markets. 

The campaign is running across TV and social in multiple countries including Austria, Brazil, Canada, Croatia, Italy, Poland, Spain and the USA, throughout 2022, and also includes digital, out-of-home, promotional merchandise and more.



Jan 05, 2022
Client :
Agency :
Publicis Italy/Le Pub
Sr. Director Global Heineken® Brand :
Bram Westenbrink
Heineken® Communication Director :
Daniela Iebba
Heineken® Global Communications Manager :
Guilherme De Marchi Retz
Heineken® Digital Director :
Rob van Griensven
Heineken® Global Digital Production Manager :
Bram Reukers
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Global Executive Creative Director :
Milos Obradovic
Global Creative Director :
Sandra Bold
Art Director Supervisor :
Marie Poumeyrol
Art Director :
Alex Eftimie
Art Director :
Victor Lopez
Senior Copywriter :
Rux Drilea
Global Strategy Director :
Natasha Wallace
Global Strategy Director :
James Moore
Global Data Strategist :
Ilko Petkov
Head of TV :
Francesca Zazzera
Head TV Production Heineken Global :
Mariella Maiorano
Digital Producer :
Martina Trozzi
TV Producer :
Beatrice Pepe
Le Pub Ams GM/ Global Client Service Director :
Eleni Charakleia
Global Client Service Director :
Paola Natellis
Group Account Director :
Elianne Vermeulen
Account Director :
Codruta Arbore
Account Executive :
Tinatin Prangishvili
Digital Project Manager :
Thiago Tardioli
Production Company :
Hobby Film
Director :
Rodrigo Saavedra
Pierre de Kerchove
Executive Producer :
John Gerard
Producer 24/7 :
Mariana Mota
Director :
Veronica Von Hünefeld
Postproduction Company :
Executive Producer :
Dafydd Upsdell
Offline Editor :
Rich Orrick
Offline Editor :
Work Editorial
Offline Editor :
Enrico Munarini
Color Grading :
Matthiew Toullet
Associate Creative Director :
Gerard Joosten
Executive Creative Director :
Rico de Lange
Creative Director :
Tanya Ponomareva
Account Director :
Charlotte Grotenhuis
Project Manager :
Willemijn de Groot
Project Manager :
Lea Degove
Digital Producer :
Vic Krens
Designer :
Jana van der Merwe
Editor :
Gerard Milling
Editor :
Rocco Tozzi
Post Producer :
Christel Heijmans
Supervisor Post Producer :
Paulo Pennings
Post Production Company Digital Assets :
Executive Producer :
Joe Billington
Sound Studio :
Grand Central Recording Studios
Head Sound Engineer :
Raj Sehgal
Music Production Company :
Sizzer Music
Music Supervisor :
Michael Bertoldini
Music Producer :
Michael Bertoldini
Music Licensing :
Massive Music
Original Song :
Art Buyer :
Giada Cioffi
Photographer :
Row Lawson
Production Company :
Sfera Production Agency
Executive Producer :
Miky Vilardo

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