ACTIVATION, SINGAPORE

Heineken 0.0 : The Driver’s Fridge

To launch its 0% alcohol beer in Singapore, Heineken faced an interesting challenge: convincing people from one of the strictest countries in the world that now they can have a beer before driving.

Introducing The Driver’s Fridge. A beer fridge built with the same tech as modern car doors, that can only be opened by car keys.

In other words if you wanted to try the new Heineken 0.0, you had to be driving.