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🚀 This Week’s Growth Hack: How To Create An Anti-Product

The non-alcoholic beverage market has skyrocketed in recent years, but before the Rituals and Recesses of the world was Heineken 0.0. First debuted in 2017, the company’s CMO admits that there was some initial skepticism amongst the team of whether or not the non-alcoholic version of their classic Holland beer would be “a thing.”

Marketing Dive reports that today, “Heineken 0.0 is by-far the best-selling non-alcoholic beer by sales” with $83.6M in sales in 2022 (equaling the combined total of Budweiser Zero and Busch NA). The brand built momentum for the product with $50M spent and 10M product samples given away. The success is in thanks to great timing (non-alc options are the favorite of younger drinkers) but wouldn’t have been possible without belief in the concept to get it off the ground.

What could this mean for you? Leaning into the antithesis of your offering is exactly what could help you:

1. stand apart from the crowd

2. add a new revenue stream

3. create some buzz

Sure, non-alcoholic options are in now. But when Heineken 0.0 launched, you might remember people wondering, “Who wants this?” The market in 5+ years, that’s who.

So, here are 3 examples of how any brand can utilize a strategy like Heineken did with Heineken 0.0 (featuring my signature examples):

1 - Introduce a new product or service that is the opposite of your current offering.

For example, a coffee company could introduce a line of teas or hot chocolates. Or, a clothing company could introduce a line of home goods. This can be a great way to reach new customers and expand your market share.

2 - Reposition your existing product or service to appeal to a new audience.

For example, a beer company could reposition its beer as a healthier alternative to other alcoholic beverages. Or, a greeting card company could reposition its cards as a way to stay connected with friends and family who live far away. This can be a great way to reach new customers and generate excitement for your brand.

3 - Partner with a company that offers a complementary product or service.

For example, a beer company could partner with a restaurant chain to offer non-alcoholic beer pairings with food. Or, a clothing company could partner with a travel company to offer discounts on travel gear. This can be a great way to reach new customers and cross-promote your brands.

What anti-product will you create this week?

💕 Whenever You Are Ready

Here are 2 ways I can help you:​

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