Heineken's Latest Beer Ad is Good for Public Health
Most TV ads for beer tend to have the same message: drink up.
Heineken’s latest ad is different: slow down.
In this ad, women sing along to Bonnie Tyler’s “I Need a Hero,” as they sashay past men who are passed out from drinking too much. Then, it cuts to a female bartender who offers a guy another Heineken. He refuses the beer and walks away. She seems impressed. Tagline: “Moderate Drinkers Wanted.”
In today’s age of extremism (see: everything about the 2016 Presidential Election), it’s nice to see “moderation” highlighted as a desirable trait. Heineken put their marketing dollars to work and found that millennial drinkers are more focused on responsible drinking. According to their survey of 5,000 millennials, 3 out of 4 said they limit how much alcohol they drink on the majority of nights they go out.
That’s a refreshing statistic, especially when you take a look at what the Centers for Disease Control and Prevention says: More than 88,000 people die each year from excessive drinking.
It’s true that one beer ad isn’t going to change the way we think about drinking, but at least Heineken is starting a conversation. I’ll drink to that.