Heineken is further expanding its beverage line-up by adding a low-calorie, low-carbohydrate and low-alcohol lager. With Heineken Silver, the brewer says it’s offering a beer that’s both healthy and easy to drink with a smoother, less-bitter flavour than the brand’s traditional beers.

Jose Casillas, marketing director at Heineken Canada, tells MiC that given the importance of the beer launch, the supporting campaign is receiving a considerable budget compared to previous works. He explains that while the brand has always been known for its premium lager, Heineken Silver represents a new step into the easy-drinking, light beer category.

“This was an important step for the brand, as we recognized a growing demand for these taste profiles, and it perfectly complements our broader offer next to Heineken Original and Heineken 0.0, catering to all preferences while maintaining the same great quality,” Casillas says.

The campaign includes a comprehensive approach spanning TV, YouTube, Amazon, digital, social, OOH and influencer partnerships. It was supported by Publicis Connect and Billups for media and OOH, Publicis Toronto for creative and North Strategic for PR and influencer engagement.

According to Casillas, the media mix was key to show how Heineken Silver embodies the brand’s DNA, which is centered around enabling Canadians to savor life’s moments with a diverse range of beer options. He says the team wanted to position Heineken Silver as a good complement to their social gatherings, while also emphasizing its lower calorie and carb count, making it an attractive choice for those seeking a balance between socializing and wellness.

Continuing to target that audience was a natural step for the brand since it has been focusing on health-conscious customers for years. Last month, the company launched “0.0 Reasons Needed,” which aims to normalize non-alcoholic options and celebrate the idea that good times don’t need an alcoholic drink. That campaign was also a continuation of “Cheers with No Alcohol,” which was launched in 2022 and addresses the feeling of exclusion that can be experienced when choosing not to drink alcohol at social gatherings.

This year, Heineken also reintroduced Route 0.0 (an activation in partnership with the TTC) after first launching it in January 2024, with the aim of attracting people who reduce their alcohol consumption during the first few months of the year and would otherwise stay home.