Alcohol-free fun on Heineken ‘streetbar’

Heineken 0.0No alcohol doesn’t mean no fun. That’s what Heineken 0.0 wanted to prove with a winter campaign for the non-alcoholic beer. But with “Dry January” campaigns everywhere, we needed to break the mould.

Key insights showed us that most Canadians consume alcohol-free beverages at home and forfeit a night out when they drink it, assuming that non-alcoholic beer isn’t worthy of “night out status.”

That’s where Heineken Route 0.0 came in. A branded streetcar—or “streetbar,” if you will—took a night out in the city to the next level, transporting riders to Toronto’s hottest nightlife areas on Saturdays throughout January. Serving free Heineken 0.0 all night, riders were treated to live DJ sets inside the streetcar and special dedicated stops at partner bars where riders could show their Route 0.0 wristband to skip the line and cover charge.

The campaign created big buzz across the city and redefined the meaning of a fun night out.

Heineken 0.0