Work

The Approach
We identified a unique opportunity to blend sport, fashion, and culture by collaborating with Munster rugby star Simon Zebo and renowned Irish designer Barbara Bennett. Together, they designed a limited-edition trainer: the Heineken® 0.0 Drop Kicks.

To maximize engagement, we executed a full-scale PR and social campaign, ensuring the collaboration reached key cultural and lifestyle touchpoints. The campaign included:

• A dynamic social content strategy to generate buzz among Gen Z audiences.
• A consumer activation in three iconic rugby pubs, where fans could win a pair of the exclusive trainers by ordering a Heineken® or Heineken® 0.0 and participating in an interactive score prediction game.
• A high-profile media relations push to secure earned media coverage and drive conversation around the collaboration.
• A match day experience featuring Simon Zebo visiting participating pubs, engaging with fans, and amplifying the excitement ahead of the quarter-finals.

The Output
The campaign was a full-throttle activation that blended digital and real-world engagement:

• 43 pieces of earned media coverage across top-tier outlets, ensuring widespread awareness.
• A reach of over 6 million, successfully embedding Heineken® 0.0 in the sports and lifestyle conversation.
• A dynamic social content campaign that amplified the collaboration and engaged audiences in the lead-up to match day.
• On-the-ground activations in key trade locations, reinforcing Heineken® 0.0’s commitment to enhancing the match day experience.

The Outcome
The Heineken® 0.0 Drop Kicks campaign successfully positioned Heineken® 0.0 as an integral part of match-day culture. By leveraging the influence of Simon Zebo and Barbara Bennett, we drove massive visibility, media coverage, and real-world engagement. The campaign not only elevated Heineken® 0.0 in the minds of Gen Z consumers but also reinforced its presence in the growing non-alcoholic beer market. With continued investment in this space, Heineken® 0.0 is set to remain a key player in match day celebrations for years to come.

Speaking about the campaign, Mark Noble, Marketing Manager at Heineken Ireland said:

"Thinkhouse brought the Heineken® 0.0 Drop Kicks campaign to life in a way that was bold, creative, and culturally relevant. By blending sport, fashion, and fan engagement, they ensured Heineken® 0.0 was at the heart of the match-day experience. The campaign delivered incredible media coverage, social buzz, and on-the-ground excitement—driving real impact and reinforcing Heineken® 0.0 as the go-to non-alcoholic beer for our audience."