In 2017, sales of alcohol-free beer in Poland increased by 22.9 percent - faster than sales in any other beer segments. As a result, Grupa Zywiec (a Heineken group company) decided to focus in 2018 on the development and promotion of alcohol-free products. In addition to the "Zywiec Non-Alcoholic" beer already present in stores, the company introduced the Heineken 0.0% as well as the Warka Radler 0.0% beers in two tastes: apple-mint and grapefruit-orange.
In order to increase awareness of non-alcoholic beers in Poland, Grupa Zywiec developed the "Zone Zero" concept - a merchandising campaign of installing displays and POS materials which help consumers to navigate among store shelves and to purchase alcohol-free beer. A set of stands, displays and shelf-talkers dedicated for “Zone Zero” was designed to use in modern and traditional retail stores.
Building "Zone Zero" in Glass Door Refrigerators, located in over 30,000 traditional stores nation-wide, was a separate campaign for the Grupa Zywiec. It was was quite a challenge: the modifications of planograms in refrigerators had to be done in a matter of just few weeks, in a way that causes the least disturbances to store customers and employees.
Option One - the agency from the
EFMP group - was hired to do this job.
In order to execute the "Zone Zero" project, agency recruited the team of over 160 Tactical
Merchandisers. Option One was also responsible for building the effective call file, logistics of POS materials, implementation of an efficient reporting system and tracking on-line the progress of the project.
"Zone Zero" Glass Door Refrigerators campaign was completed according to the plan in close cooperation with the Heineken’s Sales Force. The agency implemented planograms focused on the alcohol-free segment as well as installed several dozen thousand stickers, wobblers and shelf talkers in traditional retail stores.
The "Zone Zero" project was developed entirely in Poland and turned out to be an international success, winning the
Commercial Courage Award - the most prestigious commercial award in the Heineken world.
Option One – Field Marketing