In a rapidly changing market, and after the success of 0.0%, Heineken set the ambition of building a portfolio of the world’s best adult alcohol free drinks, arriving at 20% share of the market by 2020.
WHAT WE DID:
Through an online platform in 2 European markets we identified key insights allowing us to create opportunity areas which reframed the conversation around 0.0% beers, shifting them from a negative obligation to a positive choice.
The opportunity areas were fed into a 1 day innovation workshop with creative experts to fuel ideation. Of the 93 ideas generated, 7 polished concepts were evaluated in the 2 markets, with 3 clear winners emerging for each which have progressed to product development.