Colombia is a passionate country by nature, and when it comes to soccer even more so. For the 2022 World Cup, even though our national team wasn't qualified, the matches had to be experienced with the same intensity, there was only one difficulty: the time difference.

All matches would be broadcasted in the morning, a time when most people do not usually consume alcohol. Therefore, the bar and alcoholic beverages industry would be directly affected in their sales, and we had to find a way to take advantage of this consumption moment without being a sponsor brand.

We found an opportunity with Heineken 0.0, taking advantage of being a non-alcoholic beer and making soccer fans choose ours to enjoy while watching the games.

The 2022 World Cup was one of the most important sporting events of the year, and in Colombia, even without a qualified national team, soccer is lived with passion by nature. However, the time difference would lead us to watch the broadcasts in the morning hours, a time when alcoholic beverages are not usually consumed.

Our challenge then was to position Heineken in the minds of soccer fans without being a sponsoring brand, so that they would choose our non-alcoholic beer while watching the matches.

We took over bars and digital platforms by activating SCORE 0.0 and, while the matches were still tied at zero, we offered fans a percentage discount on our HEINEKEN 0.0.

This way we made HEINEKEN 0.0 the beer to enjoy during the World Cup matches.

Heineken is the official sponsor of European football, while Budweiser sponsors the World Cup. Our challenge was to gain ground in consideration and purchase against our main competitor.

Colombia is a football-loving country par excellence, so the World Cup matches were going to be a huge consumption opportunity. The only problem was the time difference, as they would be broadcast in the morning, when people don't typically consume beer. To tap into this consumption moment, we created SCORE 0.0.

We managed to get football fans to celebrate matches like never before where neither team scored a goal, by offering a discount for every 10 minutes of play that remained with the score at zero.

Our non-alcoholic beer, HEINEKEN 0.0, fit perfectly into the consumption moment and allowed people to cheer the 0-0 score.

In collaboration with one of the most relevant football bars in Bogota, 'El Ovejo', we invite fans to celebrate the three most important dates of the World Cup: the two semifinals and the awaited final.

The reception was so great that, at the final event, we replicated the action at a coincidentally Argentine bar: 'Locos por el fútbol', where we celebrated like never before a 0-0 score with our Heineken® 0.0.

We took the activation to a third bar: 'Café Pasaje', where fans were able to enjoy up to 90% discount on Heineken® 0.0 during the round of 16 match between Morocco and Brazil, a match that was decided on penalties after a goalless draw.

• 45% brand increase in morning hours.

• 3x consumption in allied bars

• 23% sales increase of Heineken 0.0 in delivery apps

• “Heineken sponsored the matches without goals”

• “Bars celebrate VAR disallowed goals”

• “Heineken 0.0 made Qatar games more exciting”