One of the intriguing aspects of this disrupted business world is the number of big companies selling things that undermine their own products – like car companies investing in lift services.
Booze, beer in particular, is under pressure from all sides with no apparent strategy on the part of the big brewers other than to merge with each other and snap up formerly independent craft breweries.
Low or no alcohol booze has been on the commercial runway for a long time but it’s taken its time to get into the air. But Heineken seems to have moved things up a gear with its 0.0 brand, courtesy of some lively advertising from its surprise choice as global agency Publicis Italy.
MAA creative scale: 8.