For centuries non-drinkers have been facing the same dilemma: to cheer, or not to cheer?
In the new global Heineken 0.0 campaign we revisited periods in history where it was socially unacceptable to cheers without alcohol. Like, being beheaded by the queen if you cheer with tea kind-of-socially-unacceptable.
The solution was to keep it inclusive: you can cheer without alcohol. Oh, and we launched it during Dry January. Cheers.