Heineken says the best thing about having beers isn’t the beers

Brands have a hard time accepting that everything doesn’t revolve around them—that they’re not the center of their customer’s universe. But the brands that do recognize this, and take more of a humble position, reap the benefits. We’ve seen this many times—Ikea’s “Proudly Second Best” campaign is the best recent example. And now Heineken steps up with a similar message, acknowledging that the best part about having beers with other people isn’t the beers. It’s the people. The spot above, created by agency LePub for International Beer Day (Aug. 2), shows “forgotten beers” at parties, sports matches and bars—the drinkers are clearly off socializing. In a funny way, the spot anthropomorphizes the beers, making them seem a bit lonely, like Ikea’s old “Lamp” commercial. This gives the piece a nice little tension—an unexpected way to communicate togetherness, not isolation. Also read: Heineken’s ‘Boring Phone’ helps you socialize like it’s 1997 instead of 2024 The approach recalls Freddy Heineken’s assertion (he was CEO from 1971 until 1989) that “I don’t sell beer, I sell gezelligheid.” (The Dutch phrase means “The feeling of good times.”) “International Beer Day brings the world together, celebrating the beers of all cultures on one remarkable day,” said Bruno Bertelli, global CEO of LePub and chief creative officer of Publicis Worldwide. “This occasion was perfect for Heineken to show once again the brands’ always-unique point of view. In fact, the campaign is an ode to good times and happiness all portrayed through the lenses of those ‘forgotten’ beers that are left behind to give space to the deliciousness of togetherness, quality socializing and friendly moments.” The campaign is part of Heineken’s 150th anniversary campaign. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Heineken says the best thing about having beers isn’t the beers

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