The video goes back to the Viking era and the 20s and 60s, showing scenes of people who are not drinking being excluded from celebrations.
Heineken has put an end to the concept that you need to drink to toast and have fun with its campaign for Heineken 0.0, the brand’s non-alcoholic beer.
The campaign “Cheers with No Alcohol. Now You Can”, created by Publicis Italy and produced by Hobby Films, promotes the idea that everyone can share social moments, with or without alcohol.
The 70” video goes back to the Viking era, the 20s and 60s, showing scenes of toasts with people who are not drinking being excluded from the moment of celebration. In the end, the campaign shows the brand’s non-alcoholic beer as an option for non-drinkers to be included.
“With so many of us looking for alternatives to alcohol on social and evening occasions — especially on periods like ‘dry January’ (a kind of dry law that is applied in festive months like December and January), as is common in many regions — the non-alcoholic beer segment has exploded in the last five years,” said Bram Westenbrink, global director of the Heineken brand, to the website The Drum.