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Heineken: selling beer to people who don’t drink

Beer ads can be fun. And a non-alcoholic beer could well be the thirst-quenchers to beat all thirst-quenchers, says this new ad from Heineken.

Many beer ads in the recent past became as inclusive as they could have. In the case of Bud Light, it was gender, Coors ‘inspired beer drinkers’ with stories of hardship, Heineken introduced bigots to the people they think they hate. However, it has never been targeted at non-drinkers – until now.

At the moment, Heineken’s Open to All campaign for the Heineken 0.0 seems to be have hit quite a few buttons that are the right ones. So how does an alcohol brand train its sights on non-drinkers. It comes out with a series of ads that have this message – that the good times every beer ad promises are available to people who don’t want to get drunk is a nice one.

Heineken 0.0 is for all those who want a zero-alcohol beer whenever they feel like it. The setting for the ads include a workplace, a romantic date, a garage, an athlete and a barbeque at home. The ads also prove that you can have fun without alcohol. It also establishes the fact that Heineken is now a challenger to all other possible drinks that one could be considering quenching that thirst. For now, the brand is looking at mainly Europe.

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