When Heineken launched its zero-alcohol beer in Thailand, it was also introducing a new category in the market. So, before anything, we had to get people to try it and educate them on a whole new set of drinking occasions.
The Everyday Sponsorships for Heineken 0.0
Can the world’s biggest beer brand officially sponsor the most mundane daily activities?
Client
- Heineken
Office
- Bangkok
Challenge
Inspiration
As the official sponsor of some of the world’s biggest events, Heineken wouldn’t settle for just a regular sampling activation.
Idea
We turned a sampling brief into thousands of individual sponsorship deals. People made their requests online and we transformed their most mundane activities into hundreds of new drinking occasions with customized sponsorship packs and perfectly chilled cans of Heineken 0.0. Anywhere and anytime.
Growth
We helped a global brand be ultra-relevant locally, signing 20,000 sponsorship deals and selling 3,8M cans in just 3 months (82% of full year KPI).
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