Who: Heineken Canada, with Publicis Toronto for strategy and creative; Publicis Sports & Entertainment for activation production and execution; North Strategic for PR; and Wavemaker for media.
What: “Route 0.0,” a no-alcohol, bar-hopping experience that guides Torontonians through a sober night out via Toronto transit. The route, which will include on-board performances by local DJs, will take riders to several popular bars, providing them with a wristband for complimentary entry, line bypass, and free Heineken 0.0 bottles.
What: “Route 0.0,” a no-alcohol, bar-hopping experience that guides Torontonians through a sober night out via Toronto transit. The route, which will include on-board performances by local DJs, will take riders to several popular bars, providing them with a wristband for complimentary entry, line bypass, and free Heineken 0.0 bottles.
When & Where: The special streetcar, covered in Heineken 0.0 branding, will run for three consecutive Saturdays between Jan. 13 and 27.Why: The activation is an extension of the brand’s global "Cheers with No Alcohol. Now You Can" ad campaign, which encouraged people to drink Heineken 0.0. to participate in social moments traditionally associated with alcohol consumption.
The return of Dry January pushes alcohol brands to reconsider how they reach consumers. “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 Heineken’s marketing director, Jose Casillas, in a release. “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.”
How: Heineken’s “Route 0.0” experience aims to create a memorable night out that proves that fun can be had without alcohol. The experience the brand has curated for this purpose is achieved almost entirely through partnerships—with Toronto transit, several local bars, and three popular local DJs (with the added support of free Heineken 0.0 along the way).
The specially branded TTC streetcar will travel through Toronto on three evenings, each featuring an on-board performance by a local DJ (Cyrus, Karim Olen Ash, and Bambii). Riders are required to be of legal drinking age to participate, and will not be charged a TTC fare.
The route includes six stops through some of Toronto’s liveliest neighbourhoods, starting at Union Station and eventually looping back, while seven local bars are participating along the way. Heineken describes it in a release as “proof that the journey can be as fun as the destination.”
