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Savvy Dry January campaign from Heineken

Heineken came up with a great marketing campaign in the US to help millions of Americans stick to their resolution to take part in Dry January 2020.

Dry January started in 2013 as a campaign to give up drinking for one month in the UK. Since its launch, Dry January has spread overseas, and more Americans are using it as a resolution for the new year.

According to a 2019 survey, 23% of Americans planned to skip alcohol for the entire month of January, so it launched a limited-edition pack of its nonalcoholic beer: Heineken 0.0.

Heineken’s January Dry Pack has 31 cans of Heineken 0.0. The pack is designed to give consumers one non-alcoholic beer per day during January. The pack looks similar to an advent calendar, so buyers can select one beer at a time.

“Heineken 0.0 is brewed and fermented with Heineken’s unique A-yeast and made with natural ingredients with gentle alcohol removal and blending to achieve a fruity flavour and slight malty notes. We gently remove the alcohol with vacuum distillation and blend the brew to perfection with natural flavour,” Heineken explained.

Innovation/trend-spotting consultancy, Trendwatching, comments on this campaign:

Ride the wave. Every big trend is grounded in a deep, fundamental human need, and the desire to be a better – healthier, more ethical, smarter – person is something we all aspire to!

The past decade has seen an explosive growth in the number of campaigns focused on helping people embrace new habits and tap into a communal sense of purpose: Dry January, Veganuary and Sober October to name just a few! Big lifestyle changes can feel intimidating, but these campaigns allow participants to start with a smaller and more accessible step. 

If your product or service requires people to change their behaviour, then could you tap into a relevant charity campaign in order to introduce it in a way that makes it less intimidating?

Heritage Heresy. Heineken has been brewing beer for over 150 years! But that long history doesn’t mean anything to the millions of people who are looking to reduce their alcohol consumption.

It’s been years since we first wrote “brand heritage and story has become at best irrelevant, and at worst an active barrier: one which prevents brands they might engage with from offering a product or service that’s right for them, today.”

Thankfully we continue to see brave brands – in all sectors – embrace the HERITAGE HERESY trend: KLM asking passengers to fly less; a Volvo preventing people driving its vehicles dangerously; Barclays bank blocking people’s spending; Vogue publishing an issue without any photos

Which ‘essential’ elements of your brand clash with new consumer expectations? How will you throw them out?!


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