Food & Drink
How Heineken used product sampling to drive trial during dry January.
Heineken 0.0 is a refreshing non-alcoholic lager, brewed with a unique recipe for a distinct balanced taste. Challenging beer brands in the non alcholic market.
Heineken’s goal was to not only raise brand awareness during Dry January but also to drive trail and challenge peoples taste perception withtheir non alcoholic beer.
Following the success of 2017’s sampling campaigns, Heineken identified HelloFresh as the right audience to sample Heineken 0.0 alongside Dry January. Cans of Heineken 0.0 samples where dispatched in HelloFresh boxes across two separate weeks.
HelloFresh suported this partnership with social posts via Facebook, Instagram and Twitter which received a lot of direct consumer feedback. Whilst some feedback concluded that alcohol-free beer is not to the universal like of HelloFresh consumers there was a large positive response that counteracted this, especially from consumers celebrating time sober. These consumers feel seen by the brand and Heineken have gained access to a previously untapped audience.
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