Thursday 29 September 2016

VIDEO: Heineken’s new ad suggests women find moderate drinkers sexier

Published 13/01/2016 | 11:54

A new Heineken campaign focuses on moderate drinking
A new Heineken campaign focuses on moderate drinking

A new ad released by Heineken promotes responsible drinking and suggests that women find moderate drinkers sexier than those who drink heavily.

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The global campaign ‘Moderate Drinkers Wanted’ goes against typical alcohol advertisements and features a man turning down a second beer at the bar.

The advertisement features a rendition of Bonnie Tyler’s I Need a Hero as the women feature become fed up of drunken men in pubs and embark on a search to find a moderate drinker.

Gianluca Di Tondo, senior director of the global Heineken brand revealed that moderation is “becoming cool”. Di Tondo revealed that the ad  targets women, who have huge influence on Heineken’s target consumer, men.

“The focus has now turned to women and the influence they have over our target consumer,” Di Tondo told the Guardian.

“This female-centric approach is reflected not only in the creative execution of the TV commercial, but also in our media strategy. For example, the commercial will be seeded to women only on Facebook for the first week of our launch.”

The company’s senior director revealed that 10pc of Heineken’s global advertising campaign is now dedicated to campaigns geared towards responsible drinking.

Research has suggested that millennials are more conscious of their drinking than previous generations and the advertisement channels this attitude.

Publicis Italy created Heineken’s latest advertisement.

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