Heineken non-alcoholic beer

Method - Out-Of-Home

Project Date: 2022
Location: Harrisonburg, VA

Inspiration

Project Objective: Advertising to people who practice Sikhism

Target Audience: The Sikh Religion

Key Insights: Sikhs do not consume alcohol and equality is a main focus of their practice. This gave us the idea to advertise a non-alcoholic beer. We want to target Sikhs while also targeting others who do not consume alcohol as well.

Brand Idea: To find a company that sells alcoholic and non-alcoholic beer so that the brand is equal to all, just like the Sikhism religion focuses on. The brand, Heineken, uses a slogan that includes "a better world" which is something that we thought would appeal to the Sikhism religion. Heineken is also a brand that sells both non-alcoholic and alcoholic beer.

Collaborators: Devon Wertz and Carolina Kirkpatrick

Inspiration was drawn from the religious belief that the Sikhs hold, prohibiting them from consuming alcohol. We knew we wanted to create an ad that showed the social culture of having a drink without having to go against one’s beliefs. After finding images combining alcohol with religion, social interactions, and messages from our target, we knew we wanted to incorporate each into the ad.

References

Arroyo, M. (2021, September 22). Heineken. , - YouTube. https://www.heineken.com/us/en/home?returnurl=%2f

(n.d.). Wikipedia. ://5b32d051141ef.image.jpg

(n.d.). Wikipedia. https://www.sikhismguide.net/equality-for-all/

Kumar, A., Castelli, A., & Syal, C. (2018, April 4). The unspoken alcohol problem among UK Punjabis. BBC. https://www.bbc.com/news/uk-43505784

Naudé, W. (n.d.). Heineken Since 1864. Galaxias Photography. https://www.galaxiasphotography.co.za/heineken-since-1864/

10 Best Non-Alcoholic Beers - Delicious Ales and Lagers That Are Alcohol-Free. (2021, February 4). Good Housekeeping. https://www.goodhousekeeping.com/health/diet-nutrition/g35410986/best-non-alcoholic-beers/

Who are Sikhs? What is Sikhism? (n.d.). SikhNet. https://www.sikhnet.com/pages/who-are-sikhs-what-is-sikhis

Campaign

Digital Media

Copywriting

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