Blog: Lucy BritnerWhere 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...


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