| Title | Say Yes 1 |
| Agency | Twelve |
| Campaign | Say Yes |
| Advertiser | Heineken |
| Brand | Heineken |
| Date of First Broadcast/Publication | 2019 / 5 |
| Business Sector | Non-Alcoholic |
| Philosophy | Creative agency Twelve today announces the launch of a series of ads promoting HEINEKEN UK’s alcohol-free beer and cider range: Heineken 0.0, Birra Moretti Zero, and Old Mout Alcohol-free. As the no-and-low continues to develop, the campaign — titled ‘Say Yes’ — calls on shoppers to reappraise the category and its relevance by highlighting relevant consumption occasions. The campaign, which breaks in mid-May and will run in-store and online across the UK, demonstrates the role alcohol-free can play and showcases the enticing range of alcohol-free options drinks now available with the aim of introducing new shoppers to the category. According to research from University College London, a third of 18-24 year olds are now teetotal, while a recent IPSOS survey reported over half of people are trying to cut back. As such, No and Low alcohol alternatives have spiked in popularity in recent years. The campaign moves away from the outdated perception of the No and Low category as having inferior taste, and instead outlines it as a positive lifestyle choice and an enabler; of mid-week dinner parties, lunchtime beers at work or Sunday afternoon hangouts. ‘Say Yes’ follows an in-store campaign HEINEKEN and Twelve developed in partnership with Drinkaware last year to promote their national campaign, ‘Drink Free Days’. |
| Media Type | Outdoor/Out of Home |
| Agency Contact | Luke Hyland |
| Client Name | Charlie Hartley |
| Copywriter | Amy McCraith |
| Art Director | Sylvia Mikinka |
| Planner | Martin Smith |
| Designer | James Crickmore |
| Photographer | Rob Lawson |
| Photographer's Agency | Trayler and Trayler |
More Work
SEE ALLHeaven Sent The Documentary
- BRAND:
- Stride Gum
- AGENCY:
- Amusement Park Entertainment
The clue is in the name
- BRAND:
- John West
- AGENCY:
- CheethamBell J. Walter Thompson
Combover
- BRAND:
- John West
- AGENCY:
- CheethamBell J. Walter Thompson
Blackout
- BRAND:
- John West
- AGENCY:
- CheethamBell J. Walter Thompson
Lucky Pete
- BRAND:
- John West
- AGENCY:
- CheethamBell J. Walter Thompson
Glass
- BRAND:
- Sony Ericsson
- AGENCY:
- BBH
Leather
- BRAND:
- Sony Ericsson
- AGENCY:
- BBH