Redefine sober with Heineken 0.0 this Summer
Heineken 0.0 is the official drink of Sober Summer. Sober Summer is all about embracing the spirit of Dry January and encouraging our target to not only better themselves but experience more this summer.
The Challenge
Participation in Dry January has reached an all-time high, yet societal pressures have led to many participants feeling unsuccessful. We aim to shift the narrative around "sobriety" by introducing Sober Summer, where the focus is on experiencing more.
[Consumer Problem] There is a negative stigma behind the word sober, especially for Generation Z, as being boring or lame. We want to re-define sober as a state of mind.
The Solution
[The insight] People assume that the word sober means a lack of being drunk. When instead it's a state of mind.
Redefine the narrative of the word “Sober” and change the stigma around an alcohol-free lifestyle with Heineken 0.0. Sober Summer represents the idea of dry January but instead pushes the idea of experiencing more this summer, unlike the spirit of a gloomy, depressing winter, summer is all about sunshine, fun and lasting memories.
Landing page on the website counting down to sober summer
The Team: Kareena Pinto (Strategist & art director), bronwyn keith (Strategist), owen lisle (strategist), hart sutherland (strategist)
