During election weekends in Argentina there is an electoral ban so is forbidden to sell any alcoholic beverages. So stores and supermarkets are obliged to cover alcohol beverage shelves, and they are use to do it in a very rudimentary way using plastic film, chains, security straps, dismantled cardboard boxes, or whatever they have.

This practice negatively affects the business's image. So, taking advantage of this behavior, Heineken 0.0 created special POS covers for beer shelves that neatly concealed alcoholic beers of ALL brands, leaving only Heineken 0.0 (alcohol-free) visible, the only beer that could be sold during the 24-hour

2023 marked a year of presidential elections in Argentina, characterized by one of the most tense and controversial electoral campaigns in history, dominating the year's discourse. As per Article 19,945 of the Argentine Electoral Law, weekends during elections are subject to an electoral ban, prohibiting the sale of alcoholic beverages for 24 hours. These elections spanned three weekends: primaries, general elections, and runoff.

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