
Heineken continues Route 0.0 promotion
By Rob Bale
Beer brand Heineken has resumed its “Heineken Route 0.0” promotion. The initiative, developed by Publicis Toronto, is in support of the brand’s non-alcoholic Heineken 0.0 product. On three Saturday nights this month, the promotion will feature a branded Toronto streetcar that will give consumers free rides to a number of bars and nightclubs, accompanied by live DJ performances. Consumers will also receive product samples and wristbands that will provide free entry at participating establishments. Public relations are being handled by North Strategic.
“We know that choosing a non-alcoholic beverage often invites questions or assumptions about why you made that choice,” said Jose Casillas, marketing director at Heineken Canada. “But whether you’re taking a break, trying something new or simply enjoying the moment, the reason doesn’t matter. Heineken Route 0.0 is here to challenge the misconception that alcohol is needed for a fun and memorable night out.”