Sallero is responsible for the promotion strategy for 100% non-alcoholic beer
Alcohol and physical exercise are not complementary elements, but with the aim of reaching the public who are sportsmen and supporters of street racing, Heineken teamed up with Sallero to launch a campaign showing that it is possible to drink beer during activity, with Heineken 0.0, beer no alcohol from the company.
Still in 2022, the campaign started with the Running Land house, created by Norte Marketing Esportivo, inaugurated in August of this year and in front of Ibirapuera Park, in So Paulo/SP and brought a complete ecosystem for street runners.
Running Land is an initiative of one of the main organizers of sporting events in Brazil. From the position of being the beer for any consumption occasion in which alcohol consumption is not allowed or interesting, thinking about athletes, whether professionals or amateurs, makes this consumption occasion a high point for product dissemination, said Valdeck Junior, CEO of Sallero.
For 2023, the brand and the agency will map sporting events at the Running Land house, from street races, day and night, to triathlon events for the distribution of Heineken 0.0 sampling to participants.
