Heineken's Open to All Campaign Focuses on Inclusion
Mishal Omar — July 6, 2017 — Lifestyle
References: adweek & designtaxi
Heineken's first alcohol-free beers are being released in Europe, Russia, and Israel, and the brand released several commercials as part of its Open to All campaign to promote these new beverages.
With many people opting not to drink alcohol for personal, health or religious reasons, Heineken is aiming to cater to this demographic. Its Open to All campaign features a series of commercials that focus on concepts like inclusion, as showcased in its longest commercial where a bunch of "oddballs," including an alien, come together to enjoy Heineken's non-alcoholic beer.
Other commercials in the humorous campaign feature individuals on dates, working with power tools, doing a fake non-alcoholic beer run for social media, and an intern who is climbing the corporate ladder.
With many people opting not to drink alcohol for personal, health or religious reasons, Heineken is aiming to cater to this demographic. Its Open to All campaign features a series of commercials that focus on concepts like inclusion, as showcased in its longest commercial where a bunch of "oddballs," including an alien, come together to enjoy Heineken's non-alcoholic beer.
Other commercials in the humorous campaign feature individuals on dates, working with power tools, doing a fake non-alcoholic beer run for social media, and an intern who is climbing the corporate ladder.
Trend Themes
1. Non-alcoholic Beverages - The rise of non-alcoholic beverages as a result of an increasing number of consumers looking for healthier options opens up opportunities for companies to innovate and expand their product lines.
2. Inclusive Marketing - Inclusive marketing, which features diverse representations of people in advertising, is a growing trend that provides companies with an opportunity to appeal to a broad consumer base and create brand loyalty.
3. Humorous Advertising - Humorous advertising is an effective way for companies to grab consumers' attention and create brand awareness, particularly when targeting younger generations.
Industry Implications
1. Beverage Industry - The beverage industry, particularly companies that produce non-alcoholic beverages, have an opportunity to innovate by introducing new low-sugar, low-calorie options that cater to health-conscious consumers.
2. Marketing Industry - The marketing industry has an opportunity to capitalize on inclusive marketing and help companies develop ad campaigns that appeal to a diverse audience, both in terms of race, gender, and lifestyle choices.
3. Social Media Industry - The social media industry presents an opportunity for companies to use humor as a tactic to engage younger generations and develop campaigns that bring awareness to new products or product lines.
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