Heineken Targets Gen-Z by Challenging ‘Fakeness’ in its New Campaign
Grace Mahas — April 14, 2022 — Marketing
References: heineken
Heineken recently launched its new Heineken Silver campaign that targets Gen-Z with an Instagram versus reality comparison. The new beverage was curated for the "next generation of beer drinkers" who crave authentic and genuine moments with friends.
Heineken Silver was originally launched in the metaverse -- however, the virtual beer couldn't be consumed there -- but has now moved to a witty ‘Instagram vs. Reality’ moments social campaign. To create the campaign, Heineken® collaborated with real content creators to show that overtly airbrushed advertising is outdated, and that authentic moments are more meaningful.
Bram Westenbrink, Global Heineken Brand Director at HEINEKEN, said: “Launching the first virtual beer was an ironic take on food and drink brands launching in the metaverse. Today, we are taking the campaign to the next level through digital, TVC and OOH content across Europe – challenging stereotypes in beer advertising.”
Image Credit: Heineken
Heineken Silver was originally launched in the metaverse -- however, the virtual beer couldn't be consumed there -- but has now moved to a witty ‘Instagram vs. Reality’ moments social campaign. To create the campaign, Heineken® collaborated with real content creators to show that overtly airbrushed advertising is outdated, and that authentic moments are more meaningful.
Bram Westenbrink, Global Heineken Brand Director at HEINEKEN, said: “Launching the first virtual beer was an ironic take on food and drink brands launching in the metaverse. Today, we are taking the campaign to the next level through digital, TVC and OOH content across Europe – challenging stereotypes in beer advertising.”
Image Credit: Heineken
Trend Themes
1. Anti-fakeness Advertising - The trend of challenging stereotypes and promoting authenticity in advertising across various industries including food and beverage
2. Gen-z Targeting - The trend of catering to the interests and preferences of the Gen-Z audience through unique marketing strategies in various industries including alcohol
3. Social Media Vs. Reality - The trend of using real people and experiences on social media to connect with consumers and showcase authenticity across various industries including the beverage industry
Industry Implications
1. Alcohol - Disruptive innovation opportunities in the alcohol industry include creating unique marketing campaigns to target Gen-Z and promoting authenticity and diversity in representation
2. Food and Beverage - Disruptive innovation opportunities in the food and beverage industry include focusing on more authentic and genuine moments in advertising to appeal to the Gen-Z audience and challenge traditional stereotypes
3. Marketing and Advertising - Disruptive innovation opportunities in the marketing and advertising industry include reimagining traditional methods of advertising to target and connect with the Gen-Z audience through social media and authentic experiences
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