The piece aimed to “hack” the dry law of the country that experienced the presidential elections
Vox Haus is responsible for the soundtrack of the campaign that “hacked” the Argentine dry law and presented Heineken as the beer that can be consumed during the country’s dry law.
The idea of the piece “Proibio 0.0” consisted of allowing the public to access a webapp to scan advertisements for alcoholic beers to be able to redeem a Heineken 0.0 both in bars and on Rappi and PedidosYa.
“Working with Heineken to deal with an issue as sensitive as elections is a great responsibility. We have a story divided into two moments, one being more sober, which reflects the tension and frustration, when bars and restaurants lose customers for not selling alcoholic drinks and soon after that is the moment when Heineken points out the solution. At this time, we bring a track that reflects the brand’s characteristics: vibrant, energetic and fun”, explained Matheus Gugelmim, partner and project director at Vox Haus.
The promotion lasted for the 24 hours of the electoral ban on each election weekend.
In place of the traditional danger strips and tapes placed in supermarkets to cover the alcoholic beverage shelves, there was a Heineken 0.0. Furthermore, the entire gondola was covered with a tarpaulin and bore the message “Even if today you can’t, now you can”, leaving a window to display and allow easy access to non-alcoholic beer.
“As has happened in other countries, Heineken 0.0 presents itself as the perfect solution for those moments when you want to have a beer, but you can’t drink alcohol. The electoral ban seemed to us like a perfect opportunity to provide consumers with alternatives of consumption, without sacrificing the flavor of a good beer”, added Fernando Sanz Nicuesa, Country Manager Southern Cone at Heineken.
