Presented to Sid Lee
via class assignment
The Ask
Develop a strategic approach that help’s Heineken 0.0 reposition itself to continue its growth trajectory. Heineken’s strategic options are:
1. Try to create demand in non-beer occasions, like post-workout or different day parts.
2. Target new audiences, like non-drinkers, Gen Zs or women.
The Insight
While participants taking part in dry January are at an all-time high, a 29% of participants will be unsuccessful with 16% failing by January 3rd.
64% of respondents claim to of been “sober shamed” due to their efforts and shortcomings and societal pressures.
Human Truth
People assume that the word sober means a lack of being drunk.
When It's a state of mind.
The Big Idea
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.
