A REFRESHING APPROACH TO NON-ALCOHOLIC BEER

Drinking after midnight is never a good idea, and just one more beer can turn a fun night into a regrettable morning. But many late-night drinkers don’t want to switch to water while their friends keep drinking. So, I developed a proactive campaign that branded the hour from 12–1 a.m. as “Zero Hour” and encouraged drinkers to switch to non-alcoholic Bud Zero to cap off the night responsibly.

We launched the campaign on one of the busiest bar nights of the year: Thanksgiving Eve, AKA “Blackout Wednesday.” From 12–1 a.m., we provided free Bud Zero in bars across the country and partnered with Dwyane Wade to help spread the word.

Additionally, we teamed up with Uber to offer a $25 voucher for a ride home if you sampled the free beer or pledged on social media to end the night responsibly with Bud Zero. We also offered delivery discounts on Bud Zero during “Zero Hour.”

Results: 9+ MM media impressions, 124K social impressions

Role: Copywriter
Art Director: Morgan Winter
ACD: Dan Camano