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.

Target: Football fans in Colombia who were forced to watch the games in the morning hours, a time when beer could not be consumed, only Heineken 0.0.

We used data from each minute of the match where the score remained 0-0, connecting it with the exciting moments of what was happening in real-time for fans who wanted to enjoy football in the morning hours. This became a relevant action in the World Cup, an event where Heineken was not a sponsor, but through the situations of the match and the promotion schedule, encouraged the purchase and trade of Heineken 0.0, solving one of the pains of establishments and bars that did not sell beer in the morning hours. This way, we approached the consumer who could not enjoy football with beer as they have always done.

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”

In Colombia, soccer is so important that even though our national team did not qualify for the 2022 World Cup, people were getting ready to enjoy it with the same intensity. However, there was a problem that culturally affected most viewers: the time difference.

Why? The matches would be broadcasted in the morning, when alcoholic beverages are not typically consumed.

Therefore, our challenge started with the following question: How can we get people to drink beer while watching the matches in the morning hours?

We faced this challenge by activating a promotion that Colombians would love as much as soccer, one in which they could enjoy a 0-0 as never before. Supported by our 0.0 alcohol beer, we took over bars and digital platforms, making HEINEKEN 0.0 the beer to enjoy during the World Cup matches.