Hasta La Creative!

Heineken is out with a new beer campaign that shows people drinking at work and behind the wheel. No, it hasn’t gone roguethe brewer is just advertising a new alcohol-free beer by seizing on the freedom to market it for situations, like driving, that are normally off-limits for alcohol purveyors.

The brand, called Heineken 0.0, first debuted in Spain in 2016 and is hitting U.S. stores and bars now amid signs that more people are swearing off alcohol, or at least drinking less. “Dry January,” for which people commit to giving up drinking for a month after the holidays, has risen in popularity, for instance, while “Sober October” is taking hold internationally.

The sobriety trend is not a good thing for beer marketers, as sales are already slumping. The industry was down 1 percent in volume in the U.S. last year, Beer Marketer’s Insights recently reported, citing Nielsen data for the year-to-date period through Dec. 29. Some of the nation’s biggest beer brands, like Bud Light and Coors Light, were down more than 6 percent, according to Beer Marketer’s.

Continue reading at AdAge.com