Heineken promotes its non-alcoholic lager in a new commercial, which is also an “Ode to Openness”.
“Yes, we are open. Come in, come as you are. Without trousers, if you like. Because we are open. To rebels with horse, to rockers, to all lovers. We’re open to though guys and big girlies. We are open to the super cool. But also to the used-to-be-cool. To explorers and night walkers. To the magic and the wonders. To the athletes and hipsters. We are open to her, him, you too, and Eddie (an ET). Yes, we are open.” – says the voiceover in the 60-second spot, featuring all these typologies getting together for a Heineken. “Ups, we forgot about you.” – continues the voiceover, referring to a guy who doesn’t drink. “When you don’t fancy alcohol, here you go”, he adds, while the guy is given a Heineken 0.0.
The spot ends with the voiceover saying the campaign tagline, “Open to All”, used by the brand to highlight “the inclusiveness of Heineken 0.0 to all people, moments and drinking occasions, which might call for a beer, but not for alcohol”.
Willem van Waesberghe, Global Craft and Brew Master at HEINEKEN, said that Heineken 0.0 is “brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft malty body”.