Heineken - Cheers To All (2020)
In this 2020 campaign "Cheers To All", Heineken challenges role models, especially gender stereotypes. This is not aimed at LGBT consumers, but part or the campaign was (Pride, Pure Love: • Heineken - Cheers To All, Pride - Pur... )
"Cheers to whatever you ordered! Enjoying an aperitif with some colleagues, eating out at the weekend or heading to a bar on Saturday night? On these occasions, we’ve all experienced being served the wrong order, at least once.
Sometimes people assume who ordered what, based on labels associated with the drinks, but at Heineken we believe that drinks have no gender, starting with our beer!"
The campaign was rolled out across TV, online video and social media supported by some further local marketing activities.
Funny is the original pay-off: "Men drink cocktails too".
Read my article about Heineken for Marketing the Rainbow: https://marketingtherainbow.info/case...