NETHERLANDS – The Dutch brewing giant, Heineken has launched a new through the line campaign titled ‘Back to the bars’ as part of its global initiative celebrating the resumption of the HoReCa industry whilst reminding consumers to behave responsibly to curb the spread of the corona virus.
The engaging call to action is “socialise responsibly to keep bars open” and the campaign will be launched in multiple countries in 2020.
According to the company, only by respecting safety regulations in the “new normal”, consumers will help bars to remain open and therefore will be able to continue to enjoy nights out with friends.
The campaign includes 60”, 30”, 15” films, digital, social assets and multiple on trade initiatives to help bars reminding consumers to socialise responsibly in the very moment of consumption, when they are more likely to “forget” while having fun with friends.
“Given the unprecedented circumstances we find ourselves in, we looked at how we can play a part in helping our consumers cope with the current situation, and also specifically on how we can support our on-trade partners to weather the extremely challenging business climate.
“We were inspired by real life experiences that everyone can relate to. Whilst the new bar experience can be awkward and may take time getting used to for customers and bar staff, we wanted to celebrate their return and remind people that respecting the new rules is important. After all, there’s one thing better than the first night out, another night out,” said Bram Westenbrink, Senior Director global Heineken brand.
Heineken has a long history of being a responsible brand. In the past, the brand has used its world-famous creativity to develop campaigns such as “Enjoy Heineken Responsibly” and “When You Drive, Never Drink” that have made tangible impact.
The brewer has also developed a new concept designed to give drinkers complete peace of mind when ordering a beer while providing a novel drinking experience in the process.
As part of its “Now You Can” campaign, Heineken unveiled a first-of-its-kind ‘zero contact bar’ for its premium alcohol-free beer brand, Heineken 0.0.
In classic Heineken style, this is no ordinary bar and allows drinkers to enjoy a beer just the way they like it – and this time, with ample elbow room.
The creative and production has been spearheaded by Momentum Worldwide while Red Havas has led the PR and communications activity.
To bring the innovative bar concept to life, the brand used a contactless robotic arm, which was developed by a team of robotics students and engineers from the University of Sydney.
Through the robotic technology, the Heineken Zer0.0 Contact Bar will create a seamless, safe – and cool – twist to bar service.
Two robotic arms – named Heidi and Ken – served up Heineken 0.0 with the beer delivered ice cold via a ‘beer train’ – a conveyor belt that runs through the bar.
The Heineken Zer0.0 Contact Bar opened in Sydney for a four-day run, giving Sydneysiders a chance to enjoy this unique bar.
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