Keep the Zero
Following a successful summer period where the launch of Cristal 0.0 on tap generated significant media attention, Alken-Maes wanted to maintain its momentum throughout the autumn. The objective was to firmly embed their masterfully brewed non-alcoholic beers, as well as their leading position in the alcohol-free segment into the media, with a specific focus on the football experience.
To make 0.0 relevant within football stadiums, we created the 'Keep the Zero' activation. The concept linked on-pitch performance directly to a reward for the fans: as long as the club kept a 'clean sheet' (kept a zero / 0.0 on the scoreboard), a 1+1 free offer applied to Cristal 0.0 or Maes 0.0 in the stadium. A playful, activation-driven way to lower the barrier to alcohol-free beer.
The execution
In collaboration with three top Belgian football clubs - KRC Genk, KAA Gent, and Royal Antwerp FC - the concept was launched during the weekend of October 26. A weekend in which all of the teams played a home match. The strategy focused on a sharp, regional PR approach with thorough follow-up to ensure maximum media output. Journalists in the home regions of the participating clubs were pitched with the story of encouraging fans to choose alcohol-free options, with the club's performance acting as the central theme.
The results
The activation achieved high-quality coverage and created a positive buzz around the alcohol-free offering in stadiums:
- 25 clippings: including 17 online articles, 5 print items, 2 TV features and 7 social media posts. Coverage spanned leading regional outlets (Het Laatste Nieuws, Het Nieuwsblad, AVS, Gazet van Antwerpen, ...) as well as specialized sports media like voetbalnieuws.be and voetbalprimeur.be. Several outlets and the clubs themselves also shared the news across their social media channels.
- Visual consistency: the provided visuals were used consistently, reinforcing the campaign’s visual identity.
- Positive tone of voice: the media welcomed the activation surprisingly well, maintaining a consistently positive angle (e.g., "Antwerp supporters encouraged to go alcohol-free").