Heineken 0.0 / BrazilPromo
0.0 Barriers.
Heineken 0.0 turned its alcohol-free beer into a way to pay highway tolls across Brazil during the summer.
- Brand
- Heineken 0.0
- Agency
- LePub São Paulo
- Market
- Brazil
- Region
- Global
The idea
Drivers heading to the coast could hand over a can or bottle of Heineken 0.0 at participating toll booths, where its barcode was scanned to let them through. The stunt underlined that the zero-alcohol beer fits situations, like driving, where regular beer never could.
Case study source: Activation Ideas Source ↗
