The non-alcoholic drinks market continues to grow as more young people abandon alcohol all together. This generation enjoys the ‘coolness of control’ – discerning in their choices and proud to flaunt it. So Carlsberg decided it was time to enter the market.
We said ‘Hello’ to new beer drinking occasions.
We decided not to sell an alcohol-free product to beer drinkers who are driving or having to work later. The true potential of 0.0% was to create and lead a new category for a new type of drink – not quite beer, not quite a soft drink. One that can disrupt society’s norms and open new consumption opportunities. So we created a global platform idea entitled “Hello” that introduces beer in unexpected daytime situations – from water coolers to business meeting refreshment.
The campaign is currently being responsibly rolled out across Carlsberg’s global markets.