Case Study
Redefining Toronto Nightlife with Heineken 0.0 Route
Influencer & Creator Marketing
The Ask
Heineken needed to shift perceptions about non‑alcoholic beer by showing that Heineken 0.0, the brand’s all natural, zero-alcohol beer, fits seamlessly into Canada’s nightlife culture. The goal was to empower consumers during Dry January and beyond to choose non‑alcoholic options without stigma while keeping their social experiences vibrant and inclusive.
The Approach
To elevate Heineken 0.0 as a nightlife staple, we created Heineken Route 0.0, a first‑of‑its‑kind activation that transformed a Toronto TTC streetcar into a mobile, alcohol‑free party experience (a streetbar, if you will). For three January weekends, riders enjoyed live sets from local DJs, complimentary Heineken 0.0, and seamless drop‑offs at top Toronto nightlife partners. Surrounding tactics, including guerrilla sampling at major commuter hubs, citywide OOH along the route, and targeted social content, expanded reach. A dedicated media and influencer preview event further validated Heineken 0.0 as a credible, modern choice for social occasions across Canada.
The Impact
Heineken Route 0.0 generated 35M+ impressions, 126 media features, and millions of social views, quickly becoming one of Toronto’s standout Dry January experiences. The campaign positioned Heineken 0.0 as a leading non‑alcoholic beer for nights out, strengthening its relevance in Canadian nightlife
Pieces of Coverage
Total Impressions
Organic Social Impressions
Pieces of Event Content
