I’m sorry I truly never thought that a beer company would be marketing moderate drinking on a world wide scale but I have been proven wrong. Heineken has done it and well they have done well.
According to the Adweek article which you can read here, Heineken’s CMO, Nuno Teles, has stated that all of us crazed millennials don’t want to be out of control. We want to be in control of our reputations and in turn, destiny’s.
There is no doubt in my mind that the biggest driver in this recent move towards responsible and moderate drinking is the fact that if you act like an idiot the odds of that appearing on social media outlets is pretty damn good.
It is really interesting just how far our power goes and these ads are a prime example of that. Heineken knows that by doing this they could potentially be losing money. That being said they are talking to millennials from the same side of the conversation. By making our new fad “cool” they have just engaged their consumer base in a whole new way. They are now going after millennials by partnering with us and trying to find that common ground to stand on. Instead of trying to change the mind of the consumer they are working with the decisions already made. Cool move, Heineken.
Okay as a Canadian I truly never thought I would be so excited over an American beer commercial but I guess there is a first for everything! This ad is SO great. My inner white girl hasn’t been this excited since I bought my last pair of UGG’s.
The marketing team for Budweiser deserves a Nobel Prize for this gem. First off I mean who doesn’t want a puppy? They’re the best little creatures on the planet (yes I am a dog person). But the fact that Budweiser used HAPPINESS to talk about drinking and driving is so dang refreshing!
They grab the attention of every millennial out there. We love our emotional connections! The ad was all in all a huge success for Bud. It grabs the attention of the target demographic (yes millennials that means you) and keeps their attention for a whole minute! The product placement was strong enough to be noticed but it wasn’t being forced down your throat while taking attention away from the real message; drinking and driving effects everyone.
The one and only thing that bugs me about this ad is the ending. I mean come on guys? Who tells their dog that? Never once have I ever walked in my door and explained to my dog where I was and why I didn’t come home last night. I think the ending could have been a lot stronger than it was.
So the next time you stay over at a friend’s because you had too much to drink make sure you explain EVERYTHING to your dog the next day.
In all seriousness and in the spirt of this ad make good and safe choices, guys!