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Heineken 0.0 Challenges the Status Quo with Disruptive New Campaign

Creative 103 Add to collection

Publicis Dublin, Red Star Media and THINKHOUSE collaborate on 'Zero Explanation Needed' campaign

Heineken 0.0 Challenges the Status Quo with Disruptive New Campaign

Heineken 0.0 has launched a new campaign, aiming to evolve the non-alcoholic category and liberate Irish consumers to reach for 0.0 options while socialising. The team at Heineken 0.0 enlisted the help of interagency partners Publicis Dublin, Red Star Media and THINKHOUSE.

The ‘Zero explanation needed’ campaign is rooted in an insight particularly pertinent in Ireland, that people often feel pressure to drink alcohol when socialising, even when they prefer to go alcohol-free. They don’t want to face the questions surrounding ‘why’ they are choosing 0.0 options. But, here’s the thing - why should we have to justify our drinking choices anymore? Heineken 0.0 now empowers consumers to choose non-alcoholic options, with zero explanation needed. 

The unmissable out-of-home ads are now live and will be popping up in cities across the country.

The campaign also features a brand-new national radio and digital-audio series. These relatable scenarios, set in a pub, make light of those familiar situations on a night out where we may get asked… You’ve got the car with you tonight? Are you doing Dry January? You must have training tomorrow? 

With Heineken 0.0, now there is zero explanation needed. You’re out, you like beer, but don’t fancy the alcohol. Now, let’s move on and enjoy the night. Cheers to that liberation. 


Anna Walsh, Heineken 0.0 brand manager said: “There is a huge positive movement towards more choice and moderation in Ireland, but we still have a journey to go in making Heineken 0.0 a choice for whenever you fancy a beer. We want to eliminate any sense of the ‘odd-one-out’ feeling that Irish people may sometimes experience when choosing 0.0 options. Because really, who cares? The focus should be about what really matters… the people and having the craic. We’re so proud of this campaign as it liberates Irish consumers to socialise on their own terms - with Zero explanation needed. Cheers to that!”

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Agency credits

Chloe Hanratty : Head of Strategic Planning, Publicis

Ger Roe : Executive Creative Director, Publicis

Sinead Dennis : Business Director, Publicis

Niamh Skelly : Head of Production, Publicis

Niamh O'Shaughnessy Strategic Planner, Publicis

Paul O’Loughlin : Senior Copywriter, Publicis

Nick Doring : Senior Art Director, Publicis

Ruth McCormack : Senior Account Director, Publicis

Tim Kavanagh : Finished Artist, Publicis

Alana Ryan : Account Manager, Publicis

Kieran Lynch : Account Director, Red Star

Amy Jope : Senior Account Manager, Red Star

Laura Wall: Group Account Director, Thinkhouse

Lucy Carroll: Account Manager, Thinkhouse

Categories: Beers, Alcoholic Beverages

THINKHOUSE, Thu, 07 Jul 2022 15:20:25 GMT