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Reading: Heineken Admits It “Missed The Mark” In Ad Slammed As “Terribly Racist”
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B&T > Advertising > Heineken Admits It “Missed The Mark” In Ad Slammed As “Terribly Racist”
Advertising

Heineken Admits It “Missed The Mark” In Ad Slammed As “Terribly Racist”

Staff Writers
Published on: 27th March 2018 at 12:05 PM
Staff Writers
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Global beer giant Heineken has been forced to pull its latest campaign after the tag line ‘sometimes lighter is better’ was called out as being “terribly racist”.

The ad shows a bartender open a Heineken Light beer and slide it up to a woman who catches his eye, but not before the drink slides by a black woman and older black man and the tag line is shown.

First to call the ad out was US rapper Chance the Rapper who said in a social media post:

Screen Shot 2018-03-27 at 8.50.34 am

Screen Shot 2018-03-27 at 8.53.31 am

A spokesperson for Heineken said: “While we feel the ad is referencing our Heineken Light beer – we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”

The ad now appears to have disappeared from YouTube, hence why B&T has had to steal the offending video via The Daily Mail:

 

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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