03
Turning no alcohol into enjoyment
THE PROBLEM
Non – Alcoholic Beer was an opportunity for many years; but had only been accessed in few European Markets (Czech, and Spain) The barriers to adoption where high.
THE SOLUTION
Normalise Alcohol Free Beer as a positive drink choice, suitable for many different occasions with a communication that had the objective to drive awareness and get people to try the AFB variant.
We developed a communication and activation idea that cantered around the idea that “Even the best things can be made better with beer”
We reminded consumers that There is much more to Beer than its Alcohol content, and all you need is great tasting brews and a group of friends to enjoy it with.
The Creative Construct: Portray extremely satisfying moments that are even better with beer.
Link to commercial: https://youtu.be/C6Bd4HLSg5I
THE RESULT
In 2021 the Alcohol Free beer sales in Denmark increased by 47% compared to 2019 gaining both shelf placements and rate of sales.