Is Heineken taking a big risk by being “too excited”?
By the beginning of the COVID19 crisis, Heineken quickly stood up in support and launched a global initiative called #SocialiseResponsibly. Its latest campaign is called “Back to the Bars” and let us talk about it! Here is the ad:
What do you think? With this campaign, Heineken supports the re-opening of bars while reminding consumers to behave responsibly. I know it is a risky move but I really liked it! From a marketing standpoint, I believe the commercial was engaging. It really got my attention, got me to think, and to talk about its content. Isn’t it what a good ad should do?
The ad shows us the “new normal” nightlife, with highly relatable situations, a little bit awkward. Still, in my opinion, the creatives managed to develop storytelling that is humorous, compelling, and memorable. What do I like the most about it? The ad might slightly hyperbole every different scene, but always kept things accurate and honest. It can be a little scary and challenging to face the “new normality,” but we must keep it real. That is why I consider this ad to be shareable, as everybody can relate or have an opinion about it.
Even though there is a LOT of fleeting product shots, this ad is not about Heineken. The brand is not trying to sell beers (at least directly) or push you with marketing call to action strategies. The only engaging call to action for this ad is “socialize responsibly to keep bars open.” The brand is sending a message that pulls your interest as we are all trying to slowly get back to “normal.”
To me, this ad is very consistent with Heineken’s brand story as they are continually encouraging people to be responsible in their decisions and attitudes towards drinking alcohol. Throughout the years, they have released several campaigns such as “When you drive, never drink,” “Enjoy Heineken Responsibly” or “Better together.” Because of the company´s background, I do believe its message feels authentic.
Here comes the plot twist of the movie!
Once I started digging more into the campaign’s earn media, I got a big surprise. I could not find any “out-of-normal” online word of mouth. I did find a few blog posts and articles introducing the campaign. Still, there were no 3rd party sites that really shared its impact. I was so confused!
On the other hand, Heineken’s social media platforms received significant sharing, retweets, reviews, and likes compared to its average interaction. That sounds like good news, right? But is that enough earn media to be considered a successful campaign? What is “good enough”?
Even though the campaign received multiple positive reactions, I was astonished to discover the campaign also caused a little controversy. Several reviews on social media said comments like: “This message is very dangerous! this will destroy our freedom!” “This is so self-serving. How about close the bars?” “Heineken trying to normalize the totally absurd.” And “Won’t be drinking Heineken ever again now.”
Many people showed disagreements towards the brand. They blamed Heineken for being too excited and irresponsible while encouraging people to join the now-open bars when the current situation is still very delicate. I respect and understand these points of view, but can not help but wonder: Did the brand really deserved that type of rejection? Was that really Heineken’s message? I do not think so!
I knew from the beginning their ad was risky since it was released in a time of crisis and sensitivity. I personally do not think I will go out to any bar any time soon. But I also know for a fact there are plenty of people who are ready to do it. I will not discuss if that is the correct thing to do or not. Still, I definitely think it is good that brands like Heineken remind people of the importance of embracing safety regulations while trying to live the “new normal.”
My conclusion is: it is though to please every person (especially in these uncertain times)…and that is perfectly fine! Still, I believe brands should keep taking risks and feel excited about it, as that is the right path to make a difference. But I would like to ask you: Do you think there could exist the perfect ad? What is your posture about Heineken’s campaign?
And if you made it this far without falling asleep, THANK YOU SO MUCH!
