Early Sessions

The non-alcoholic beer segment has grown massively the last few years in Sweden. When Heineken launched their 0.0%, they were late to the party. So how do you create hype around a new beer in this saturated market, to a young and picky audience?

The new Heineken 0.0% lets you enjoy a cold beer in new situations, so we decided to throw a series of before work parties.

We launched on a Monday morning with a party at Stureplan 1, an outdoor club in the centre of Stockholm, and over 200 guests turned up.

We got the word out through Facebook, PR, influencers and club posters all over town. We live-streamed the party on a huge billboard next to the club and branding outside the club. 

Results

Besides filling the club with keen party people, the event livestream reached 1.8 million people. 200.000 viewers tuned in and left 30.000 comments, likes and other reactions. Entertainment sites like Nöjesguiden, That's Up, and Allt om Stockholm wrote about the party, and so did Resumé.