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Challenge

After successfully launching Jupiler 0,0% in 2017 and establishing the category on the Belgian market, consumers were embracing the 0,0% beer as a credible alternative and were waiting for the next step in the 0,0% category.

Increase awareness and consideration for Jupiler 0,0% among regular Jupiler drinkers, proving to consumers that with Jupiler 0,0% you can still have the taste of 100% beer, drink it at certain moment that you wouldn’t think of and this as a positive choice.

Solution

Creating an Influencer program that was highlighting the benefits of the products in multiple situations. Designed for social media platforms, and co-created with personalities that were bringing their own style to the project.

Positioning Jupiler 0,0% as a great option for active beer lovers looking for a tasty alternative to a regular Jupiler for both French and Flemish audiences. Reminding drivers they should choose between drinking and driving.

Use social media icons with high relevance for younger audiences to try the Jupiler 0,0% and guarantee that it is “not bad” - with their style – and produce perfect 6” social content.

The Insight

Addressing an audience still relatively skeptical about 0,0% beer, “just” adapting the TV commercial to social channels would not cut it.

When not drinking alcohol, 0,0% beer is not the first drink considered. In people’s minds “beer" is strongly linked to alcohol and everything that is associated with that. More popular alternatives are water, soft drinks, tea and mocktails. But when chosen in social situations that you’d normally drink alcohol, these drinks are big “mood killers”.

360i

360i is an award-winning strategic, creative and media agency that has earned a place on Ad Age’s A-List for the past eight years and was named Adweek’s 2018 Breakthrough Media Agency of the Year. Drawing upon a deep understanding of how people discover brands and share stories, 360i helps brands capitalize on change. Top clients include National Geographic, DSW, Capital One and HBO.

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