Heineken 0.0 "L0VE.L0VE" Campaign

In partnership with the 2024 US Open, Heineken 0.0 launched limited edition “L0VE.L0VE” cans to promote sales for their alcohol free beer. 

Heineken was one of the first companies to enter the alcohol-free space back in 2017 and remains one of the leaders in alcohol-free beer today. They noticed as alcohol-free beverage sales have increased, breweries have begun to include non-alcoholic beer in their selection. Additionally, entrepreneurs have begun to open completely alcohol-free breweries for consumers. As a brand dedicated to responsible consumption, Heineken launched this campaign to promote Heineken 0.0 and show their customers their commitment to moderation. (PR Newswire, 2024). The US Open has been sponsored by Heineken for three decades now, the event’s longest sponsor, making it the perfect partner for this campaign.  

Josephine Bertrams, Heineken USA’s chief corporate affairs officer shares that the campaign’s tagline “L0VE.L0VE” is a reference to the tennis score 0-0, known as love-love, at the beginning of a match. The line represents the endless possibilities of non-alcoholic beer and tennis. (PR Week, 2024). The company decided to team up with Taylor Fritz, who is the highest-ranked tennis player in the US, and his girlfriend Morgan Riddle as the faces of the campaign. This pair was an effective decision between Fritz’s recognition in tennis, and Riddle’s social media presence. She was named “The Most Famous Woman in Tennis” from The New York Times in 2023, providing an even greater reach to Heineken’s target audience. 

The campaign was mainly implemented through Instagram Reels on Riddle and Fritz personal social media, and Heineken offered personal interviews with the couple in order to help build earned media prior to the US Open. The cans were sold exclusively at the US Open throughout the duration of the event. Additionally, other influencers across tennis and sports fanatics, and New York natives and trendsetters shared the product to their pages to bring in a diverse audience. The final step of implementing the campaign included a sweepstakes competition for customers in order for a chance to win tickets to attend the US Open. 

The campaign generated more than 6 million total views across Heineken and influencers’ accounts. They received coverage from outlets including People and Sports Illustrated, and reported Heineken 0.0 sales increased by 25% from the previous year. The cans completely sold out at the US Open, making it the most non-alcoholic beer to ever be sold at the event. 

Heineken’s “L0VE.L0VE” campaign effectively analyzed the current market conditions of non-alcoholic beer, and utilized social media tactics to help the brand stand out in a new way and remind consumers of their dedication to responsible consumption and moderation. Partnering with the US Open and Taylor Fritz and Morgan Riddle helped maximize reach and successfully tie the campaign together.