Creative agency Twelve announced the launch of a series of ads promoting HEINEKEN UK’s alcohol-free beer and cider range: Heineken 0.0, Birra Moretti Zero, and Old Mout Alcohol-free. As the no-and-low continues to develop, the campaign — titled ‘Say Yes’ — calls on shoppers to reappraise the category and its relevance by highlighting relevant consumption occasions.
The campaign, which breaks in mid-May and will run in-store and online across the UK, demonstrates the role alcohol-free can play and showcases the enticing range of alcohol-free options drinks now available with the aim of introducing new shoppers to the category.
According to research from University College London, a third of 18-24 year olds are now teetotal, while a recent IPSOS survey reported over half of people are trying to cut back. As such, No and Low alcohol alternatives have spiked in popularity in recent years.
The campaign moves away from the outdated perception of the No and Low category as having inferior taste, and instead outlines it as a positive lifestyle choice and an enabler; of mid-week dinner parties, lunchtime beers at work or Sunday afternoon hangouts.
‘Say Yes’ follows an in-store campaign HEINEKEN and Twelve developed in partnership with Drinkaware last year to promote their national campaign, ‘Drink Free Days’.
Commenting on the launch, Martin Smith, Group Strategy Director at Twelve, said: “With the recent introduction of Birra Moretti Zero, following Heineken 0.0 and Old Mout Alcohol-free, the no-and-low alcohol category tastes better than ever. The Say Yes campaign is a direct call to shoppers to get involved. It’s positive, warm and focuses on what you can do, rather than saying you can’t.”
Toby Lancaster, Category & Shopper Marketing Director at Heineken, said: “No-and-low alcohol is currently booming. The category is currently adding +24% yearly sales value growth, with this growth expected to continue. As more shoppers introduce alcohol-free beer and cider to their repertoire, the Say Yes campaign by HEINEKEN UK and Twelve will accelerate this trend by inspiring further new occasions to enjoy, while combating outdated pre-conceptions once associated with the category. In addition to the Say Yes campaign HEINEKEN UK are also supporting retailers with the launch of Zero Zones to the UK market, Zero Zones will allow stores to strengthen visibility and showcase the no-alcohol range in store, ensuring options are easy to find in store is key to helping shoppers make conscious choices.”
Elaine Hindal, Chief Executive, Drinkaware, said: “Reducing weekly drinking by having more drink-free days can help to reduce the risk of illnesses associated with alcohol. Drinkaware is therefore pleased to support the ‘Say Yes’ campaign, which encourages people to drink low and no-alcohol alternatives. Young people are increasingly looking for healthier options for occasions, so it is encouraging to see drinks producers are catering for this interest.”
The campaign launch follows recent research published by the University College London stating that one in three of 18-24 year-olds surveyed said they were teetotal.