In 2023, Heineken 0.0 made its debut in Argentina, a market where non-alcoholic beers are virtually non-existent. However, amidst this introduction, the entire conversation revolved around one topic: the presidential elections. Argentina has a unique feature: according to Electoral Law 19.945, election weekends enforce an alcohol sales ban for 24 hours nationwide. This presented a singular opportunity to showcase Heineken's new innovation.

During the weekends of the Electoral Ban, the sale of alcoholic beverages was forbidden for 24 hours. So, Heineken created special POS shelf covers that covered all the alcohol beer shelves, leaving only available a space for people to pick up a Heineken 0.0 (non-alcoholic beer).

In Argentina, the market for non-alcoholic beers is virtually non-existent, and in 2023, Heineken 0.0, the alcohol-free version of the famous Dutch beer, was launched. However, during that year's presidential election campaign, the media and public attention were consumed by the electoral process, leaving little space for brand innovations. Nonetheless, this challenge turned into an opportunity, as alcohol sales are prohibited on election weekends in Argentina. This prohibition provided the perfect platform to promote a beer that precisely lacks alcohol, with the message: "Even if today you can´t, now you can."

For the ban weekends, 87 custom-designed covers were created to fit each supermarket shelf, covering all alcohol beers from all competitor brands, with a hole only revealing and allowing access to Heineken 0.0. Becoming an intercative in-store new media OOH.

Thanks to '0.0 Prohibition Shelf' the weekends of Argentine elections became the highest consumption days for Heineken 0.0 since its launch.

During the 24-hour electoral ban, all advertising investment in the beer category promoted Heineken 0.0.

97% of legal beer purchases during the three election days were Heineken 0.0 (Source: Coto Supermarket).

Achievements include:

+43.5 million Earned Media impressions