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Reading: Heineken Defends ‘Moderate Drinkers’ Ad
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B&T > Advertising > Heineken Defends ‘Moderate Drinkers’ Ad
Advertising

Heineken Defends ‘Moderate Drinkers’ Ad

Staff Writers
Published on: 19th January 2016 at 10:05 AM
Staff Writers
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Heineken is standing by an ad that suggests women prefer men who don’t drink after some viewers hit back at what they claimed is a misguided attempt to promote responsible drinking.

Some of those complainants have made it clear what they think of the ad on social media, pointing out that it fails to acknowledge that females can drink more than men in the first place. Launched last week, the ‘Moderate Drinkers Wanted’ campaign targets females in the hope that simply by being a woman they will be able to curb men from downing too many Heinekens.

Speaking to The Drum the brewer’s communications manager Agnieszka Gorecki, said that the ad, which uses Bonnie Tyler’s ‘I need a hero’ as its soundtrack, wasn’t intended to be patronising to women, and instead aims to use them as ambassadors or influencers.

Read the full article’Heineken stands by ad despite claims it patronises women’ by Seb Joseph here. Watch the ad below.

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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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