Heineken's Open to All Campaign Focuses on Inclusion

 - Jul 6, 2017
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.