Blog: Where have all the good men gone? - Heineken's latest ad
Lucy Britner | 15 January 2016
Women don't get drunk - and certainly not on Heineken.
Heineken's latest responsible drinking campaign features a group of gorgeous women, despairing at drunk men. They're all singing Bonnie Tyler's Holding Out For a Hero as they strut around, eyeing sorry piles of sleepy, drunk blokes.
The top reaction in the j-d office was: "Well, whoever made that ad hasn't been out in [insert just about any UK town or city here] on a Friday night," in reference to the fact that women actually do get drunk! And sometimes, it's not pretty.
In the subsequent write-ups, Gianluca Di Tondo, senior director of the global Heineken brand is quoted as saying: “The focus has now turned to women and the influence they have over our target consumer." That explains it - Heineken's not for me. It's for my boyfriend.
The research behind the ad is quite interesting, though. It found that Millennials don't like to get really drunk in case they end up looking stupid on social media. As a binge-drinking deterrent, it's probably more relevant than talking about various diseases and disorders. We Millennials still think we're invincible, you see.
As an aside, the ad must've been a welcome vision for regulators. You can't link booze with sexual success, but the street-wise Hercules at the end shuns another Heineken, which seems to please and surprise the female bartender. So, is that linking not drinking with potential sexual success?
It certainly puts a whole new spin on Dry January...
In his latest commentary for just-drinks, former drinks analyst Ian Shackleton heads to Brazil to look at 3G's burned fingers, the future worries for Anheuser-Busch InBev and Britvic's samba moves....
For those people looking to the Red Planet as shining utopia away from all things earth, look away now....
Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
- Most Valuable Spirits Brands in 2017 - The facts
- Most Valuable Beer Brands in 2017 - The facts
- Has the politics of M&A changed? - Analysis
- IAADFS Duty Free Show of the Americas - Preview
- What the future looks like for Australian wine
- Coca-Cola Co announces senior executive shake-up
- Heineken sees Tesco pull SKUs in UK
- Baijius brand value overtakes whisk(e)y - figures
- Heineken releases colour-change bottles
- Diageo's Captain Morgan LocoNut - NPD
- Central and East Europe Report Package
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Global vodka insights - market forecasts, product innovation and consumer trends
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global liqueurs insights - market forecasts, product innovation and consumer trends research