Heineken Defends ‘Moderate Drinkers’ Ad

Heineken Defends ‘Moderate Drinkers’ Ad

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In this analysis piece by Seb Joseph on British marketing publication The Drum, he looks at Heineken's recent ad about women who want men that drink moderately. Some have claimed the ad is patronising to women, with Heineken defending the campaign. It's well worth a read!


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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