Heineken’s new brand strategy will definitely not leave you guessing

Maybe it was Chance the Rapper. In March, the artist called a new Heineken ad racist , and many agreed with him. The spot for the brand’s light beer featured a bartender sliding a bottle of beer past a collection of dark-skinned extras to a light-skinned woman further down the bar, followed by the tag line, “Sometimes, lighter is better.” Heineken pulled the ad and responded to critics by saying tag line referred solely to “the benefits of the beer itself” and “Unfortunately, the line has been misinterpreted by some people, this was of course never our intention and we are taking the feedback to heart.” Now Heineken has announced a shift in brand positioning, not as a result of that earlier controversy, but certainly rooted in some of the same issues it raised.

Source: Heineken’s new brand strategy will definitely not leave you guessing

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