Heineken 0.0 Is Bringing Nonalcoholic Beer to the Super Bowl

In 1989, Anheuser-Busch wrote its personal villain origin story by barring rivals from promoting on a day when customers are fixated on commercials, booze and by affiliation, commercials about booze. The conglomerate has lastly let go of that categorical monopoly, and Heineken is celebrating with a Tremendous Bowl advert for its nonalcoholic beer. 

Heineken 0.0, which snagged a 30-second slot through the first half of the sport, teamed up with Marvel to advertise the February launch of “Ant-Man and the Wasp: Quantumania” by coupling heroism and productiveness with sobriety. The teaser options Paul Rudd as Ant-Man, who senses judgment from his six-legged sidekick till clarifying that the beer he’s having fun with throughout a brief break from his superhero duties is definitely nonalcoholic. 

Promoting sobriety 

Marvel Studios and Heineken 0.0, which produced the artistic alongside companies Le Pub and Bullitt, are glorifying nonalcoholic options at a time when extra Individuals are reevaluating their allegiances to drinking culture past Dry January and Sober October.

Data from Morning Consult discovered that the share of those that drink no less than as soon as every week declined throughout all beverage classes from October 2021 to March 2022, with beer dropping six factors from 25% to 19%. IWSR predicts that nonalcoholic sales production will climb 31% by 2024, and types are reinforcing this pattern via aesthetically pleasing packaging, experiential advertising and celebrity-backed sobriety endorsements. 

Heineken 0.0, which leads the nonalcoholic beer segment, has not too long ago positioned itself as extra of an esteemed alternative than a second-rate possibility via campaigns that celebrate sober gatherings. Jonnie Cahill, Heineken USA’s chief advertising officer, stated in an announcement that the spot reinforces the model’s “continued dedication to creating moderation cool” and is “the final word expression of related, accountable consumption.”

Since asserting the top of its 34-year exclusivity run, Anheuser-Busch competitor Molson Coors, whisky model Crown Royal and french spirits firm Rémy Cointreau have all purchased 30-second Super Bowl spots. The NFL Tremendous Bowl airs on Fox Feb. 12.