Heineken Bring Your Beer to Work Day
To build buzz around its newest brand innovation, alcohol-free beer, Heineken proclaimed April 26th as “Bring Your Beer to Work Day,” letting workers everywhere know they could enjoy a cold Heineken 0.0 while on the clock. We enlisted two famous co-workers, Brian Baumgartner and Angela Kinsey - Kevin and Angela from the hit American television show, “The Office” - to drive home our message of expanded drinking occasions with Heineken 0.0. Through robust social media content, earned media outreach and sampling activations, we invited Americans from coast to coast to crack open a cold one at work without the stigma.
To spread the word, we worked with 40 influencer partners across the country with followings ranging from 15 thousand to 1.3 million. By partnering with influential creators in five key categories (young parent, high achievers, active/health conscious, music/nightlife and foodies), we were able to reach a diverse audience while showcasing a variety of unique drinking occasions.