Dry January is the perfect time to get people to try Heineken 0.0, Heineken’s alcohol-free offering. We were asked to re-imagine how to do it. We wanted to position it as the resolution solution, sure, but we also wanted to reinforce the idea that – with 0.0 – you can make January anything but dry.
To show that going alcohol-free didn't have to include FOMO or mean that your month would be dull, we had to create something that brought a little excitement to their lives. So we created Hawaii Dry-0: a chance to go dry in one of the wettest places on earth.
Hawaii Dry-o Pack
We created 500+ limited edition packs with Hawaiian-born artist Aaron Kai, who’s art captured the wavy feels of the waters that surround the islands, as well as the hearts of many streetwear and street culture fans around the world. Each kit included a six pack of Heineken 0.0 (three of them with limited edition Kai art), a pair of hydro-dipped Ray-Bans, custom noise-cancelling earbuds, a towel displaying Aaron's mural work, and a ticket- which had a scratch off area with the chance at a trip for two to finish their dry month out in wet and sunny Hawaii.
Content, Social stories & POSTS
We created content, stories and posts to get the word out to those that were sober-curious and taking the universally known dry challenge. We also paired up with Hawaiian influencers to help envision the beauty of Hawaii in the coldest of months. All of them driving interested parties to a microsite for a one-time drop.
“It all culminated on January 11, when we dropped the packs at 2 p.m. EST. Our hope was to bring some excitement to those trying the dry-life for the month, and provide consumers with something [other than their lack of alcohol] to look forward to, and share with their friends on their social channels. What we didn’t expect was for the drop to sell out in under 15 minutes! ”