Heineken 0.0 - Sober October

As people continued adapting to the lockdown lifestyle, alcohol intake was gradually on the rise in the U.S. By fall, many people were ready for a break, making Sober October the perfect occasion for alcohol-free Heineken 0.0 to celebrate. 

We worked with influencers and their followers to announce their participation in Sober October, sharing their own reasons for going #OctoberAF (alcohol free, of course) and providing updates throughout the month on social. 

As people pledged to go #OctoberAF, we rewarded them with tees, koozies, beer fridges, and Heineken 0.0

58.5 Million

Paid + organic social impressions