Dry January – Heineken
Indicia Worldwide are an Intelligence Led marketing communications agency and Global Partner to Heineken.
Campaign Statistics & Backround
Heineken 0.0 Dry January campaign aims to show consumers that Dry January doesn’t have to be viewed anymore as this long and boring month. Consumers can still have a refreshing beer, enjoy social occasions and have a bit of craic, while succeeding in their resolutions.
New research from Heineken® 0.0 shows growing trend for Dry January Dry January zero craic? Have some 0.0 craic this Jan with Heineken 0.0
● 78% of people feel there is less stigma surrounding going alcohol free at social occasions now than in previous years
● 70% of Irish adults are likely to participate in Dry January this year
● 65% of people feel that it’s easier to go alcohol free now than it was in previous years thanks to the great 0% options on the market.
Our Client tasked The Printed Image with producing a presentation box for their Heineken 0.0% Dry January Campaign. The packaging was to hold cans of Heineken 0.0%, an alcohol-free beer.
The team at The Printed Image were very excited to be a part of this Heineken 0.0% Dry January campaign.
According to a recent Behaviour & Attitudes Dry January research study found that one in four Irish adults are likely to participate in Dry January in 2022 — unsurprising, considering that health and wellbeing has become more of a priority for Irish adults following 2021.
Our Client wanted to create a Heineken 0.0% pack to coincide with this.
Our Client supplied their original Keyline with a clever design that was reminiscent of an advent calendar.
The initial request was for a foam insert, but after some advice from our experienced in-house Structural Team team a bespoke cardboard product retainer was developed, printed on FSC approved, fully recyclable cardboard. This material was also more cost-effective.
This special pack included 31 cans of non-alcoholic lager, one for each day of the month. Consumers were encouraged to enjoy one alcohol-free beer every day, providing Irish consumers with the choice to moderate their drinking habits, without compromising on quality.
The body of the packaging was made from E flute and the product retainers were manufactured using a heavy duty EB flute. This ensured that the packaging was strong enough to support the weight of the 31 cans. This was weight tested before going into production.
The Structural Team sourced heavy duty handles that were inserted into the top of the box. This transformed the pack into a carry case.
Our team then produced a white sample for our client before sending to print. To ensure our Client was satisfied with the structure and mechanics of the packaging.
As our Clients artwork contained large solid blocks of colour and graduated tints, we printed this package on Large Format to guarantee high quality images and sharp text. It is also an ideal format of printing when large quantities are needed as it is far more cost effective.
As soon as the material was dry the project moved to our finishing team. Each box was die-cut, glued and fitted with secure handles.
As soon as the packages were assembled this project moved to our kitting team. Our Client supplied the product contents that needed to be included in the pack. Our kitting team then carefully inserted 31 cans of Heineken 0.0% into each pack.
Our Client’s campaign was very successful. The Dry January Packs were sent to several influencers and the campaign received great media coverage. It was a very clever way to generate new business and promote their product.
The great advantage of a branded advent calendar is the awareness it can offer your business. Advent calendars offer an unbeatable opportunity to get your logo into the hands of consumers every single day for a month.
Lucy Kennedy, Broadcaster and Heineken 0.0 brand ambassador said: I was delighted to come on board for the Heineken® 0.0 Dry January campaign this year. Heineken® 0.0 is a staple in my fridge all year round. It gives me a great source of comfort knowing that I always have an alcohol-free alternative available for myself and for visitors that call in. Life is hectic at the moment so I am reaching for 0% options more and more. I hate to feel like I am missing out on social occasions with friends and family as a result of cutting back my alcohol consumption. Heineken 0.0 is the perfect solution and the Dry Pack is ideal for those looking to set some great habits for 2022.’