Alcohol-free beer has been gaining increasing popularity among young people, sports enthusiasts and those who want to enjoy the taste and social experience of beer. With this trend in mind, Heineken® 0.0, the zero-alcohol version of the country’s best-selling premium beer, presents for the first time a dedicated space at Rock in Rio Brazil 2024, the world’s largest music and entertainment festival. With the message “Toast without alcohol, now you can”, Heineken 0.0 invites the public to choose to enjoy the festival alongside zero-alcohol beer and thus unlock unique experiences and discover a new way to enjoy Rock in Rio Brazil 2024 even more.
3D image of the Heineken 0.0 activation at Rock in Rio Brazil 2024 – (Disclosure ATENAS.ag)
Developed by ATENAS.ag, a technology agency brand experience and partner in the planning, creation and execution of projects for the Heineken® brand’s culture and sustainability platform in Brazil, the Heineken 0.0 space explores messages of socialization and expansion of consumption options at the festival.
The structure has 60m2 and is a stand immersive experience where the public embarks on the “Game Arena” dynamic. In the space, participants play individually and the arena reacts to each of their gameplay. The game is a maze, with the goal of reaching the 0.0 stand as quickly as possible. During the gameparticipants make choices to advance and can win exclusive gifts, such as tickets to other festival days, vouchers for the zip line, among other prizes, thus connecting with the brand concept for the festival: “Your choice can unlock incredible experiences”.
Launched four years ago with the aim of leading the resumption of growth in the non-alcoholic beer category, Heineken® 0.0 seeks to facilitate moments of socialization and expand consumption options through a lifestyle more conscious and healthy, along with a high-quality product, bringing the unmistakable flavor of traditional Heineken®.
“We strongly believe that non-alcoholic beer is a great fit for social events like music festivals. We created a space with the goal of demystifying the idea that culture and socialization are exclusively linked to alcohol consumption. We want to show that Heineken 0.0 is a quality option for anyone, whether they are looking for a more balanced lifestyle or simply want to enjoy leisure time without alcohol,” explains Elbert Beekman, senior manager of marketing of Heineken® 0.0 in Brazil.
“Promoting socialization within one of the biggest festivals in the world encourages us to be equally grandiose, prioritizing innovation and authenticity. I am sure that we will reap many positive results in the end, especially with the debut of a brand like Heineken 0.0 at such an iconic event as Rock in Rio,” says Denise Garrido, CEO and partner of ATENAS.ag. “We are very happy to share Heineken’s story at Rock in Rio Brazil for another year. Being here is especially relevant given the growing impact of brand experience actions on people’s lives and culture,” says Quércia Andrade, Co-CEO and partner of the agency.
