Dry January
The Brief
Dry January is a tentpole moment for the Non-Alcohol category and for Heineken 0.0, with millions of consumers cutting back on alcohol. This creates a perfect opportunity to recruit new consumers to Heineken 0.0 with a clear message around you don’t need a reason to enjoy Heineken 0.0, just its great taste.
Our brief was to drive trial of Heineken 0.0 by offering a disruptive sampling experience right in the heart of two major metro areas: Los Angeles and Miami.
The Activation
Purity positioned January as the cultural reset moment where people actively reassess habits and set new intentions.
Resolution season is a “power-up,” not a punishment. People want momentum, clarity and consistency — not deprivation. It’s also THE month, when short-term health-conscious consumers focus on their health!
We created the 0.0 Resolution Wall for consumers to write their ambitions, tapping into big goals, big energy and the belief that January is the starting line. Because we believe that with Heineken 0.0 ‘Now You Can!’.
Alongside the Wall, we captured consumer photos instantly generating a personalised “Future You” graphic with 0.0 branding and the Now You Can lock-up. Their image was emailed or QR-downloaded on the spot, with automatic sweepstake entry, and a postcard-style print and message from their “January self” reinforcing their goal.
The activation was delivered in high footfall locations carefully selected to maximise reach whilst also being culturally relevant. These were:
- Wyndham Market Place, Miami
- Santa Monica Pier, LA
- 3RD Street Boulevard, Santa Monica, LA
Results
131,000 chilled full can samples distributed
92% of consumers would go on to purchase
94% would recommend the product
96% enjoyed their sampling experience
9 live days
Thousands of resolutions made to fill every wall