an influencer-led market test, introducing a brand-new product with zero existing brand equity to lean on.
The Ask: Launch Heineken Ultimate 0.0 in a US test market for the first time, using influencer content as the sole go-to-market vehicle. Build awareness and trial among health-conscious consumers, while positioning the product as a “better-for-me” choice rooted in sociability and gathering early consumer insights.
The Idea: With no functional benefit to sell and no existing campaign to build on, we reframed the problem: don’t sell the product, sell the moment. Heineken 0.0 Ultimate isn’t about sacrifice, it’s about being social without compromising on your wellbeing. Local lifestyle and health creators captured a week of real social-fitness activity, from run clubs and padel to pickleball, to show how choosing Heineken 0.0 Ultimate throughout the week doesn’t disrupt your social life, if anything it elevates it.
