Heineken readies Route 0.0 promotion
By Derek Winkler
Beer brand Heineken will begin a promotion called “Heineken Route 0.0” this weekend to promote its non-alcoholic beverages. The promotion encourages consumers to drink non-alcoholic products while out with friends. On three Saturdays this month, a branded TTC streetcar will travel through various Toronto neighbourhoods to bring consumers to nightlife areas. The free streetcar will include music from local DJs, and riders will receive free entry to participating bars as well as product samples. Participating bars include Belfast Love, Isabelle’s, Parlour, Drake Hotel, Death & Taxes, Three Dollar Bill and Peaches Sports Bar. The campaign was developed by Publicis Groupe Canada, with public relations by North Strategic and media work by Wavemaker. In Canada, Heineken is produced by Molson Coors.
“We know that many people cut back or abstain from drinking altogether in January, but that doesn’t mean they have to stay home the whole month,” said Jose Casillas, marketing director at Heineken. “We want Canadians to hit the town for a fun night out without alcohol and, thanks to the refreshing, great taste of Heineken 0.0, they can.”