Heineken 0.0 / ArgentinaRetail & Shopper
0.0 Prohibition Shelf.
During Argentina's election alcohol ban, Heineken 0.0 stayed on sale as the only beer visible on supermarket shelves taped off for alcohol.
- Brand
- Heineken 0.0
- Agency
- Publicis Buenos Aires
- Market
- Argentina
- Region
- Global
The challenge
Argentina bans alcohol sales around elections, and supermarkets block off the entire beer aisle.
The idea
Because its beer contains no alcohol, Heineken 0.0 remained on the cordoned-off shelves, with messaging telling shoppers they could still buy it. The ban turned into prime shelf exposure for the non-alcoholic variant.
Case study source: Activation Ideas Source ↗
