Heineken’s New Campaign Sends out Strong Message

Heineken is releasing its most recent global responsible drinking advertisement this week, called ‘Moderate Drinkers Wanted’ – and it’s sparking plenty of comment.

“I’m holding out for a hero till the morning light” is the latest message in the global brewing giant’s positioning of the Heineken brand as the beer of the more sophisticated and somewhat less inebriated drinker (the 21 to 35 year old bracket of course).

It features scenes such as a train carriage full of women longingly singing the Bonnie Tyler hit – I need a hero – flanked by half asleep (apparently more than half drunk) menfolk, clearly not up to the task of being a hero that night.

This follows the ‘Drinks Less, Dance More’ campaign, which attracted strong support from most quarters, seeing an alcohol brand actively discourage excessive drinking and linking it directly to refusing their own product. No longer is the responsible drinking message a ‘cool catch phrase’ usually embroidered into the brand vision or discreetly tucked away in the bottom corner; now it is actually the subject of the advertisement itself.

Watch the video here.

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