This International Beer Day, Heineken® is taking a refreshingly unexpected approach. While the holiday is traditionally associated with enjoying a cold brew, the iconic Dutch brand is urging people to prioritize the company they keep over the beverage itself.
“I don’t sell beer, I sell gezelligheid” (Dutch for “the feeling of good times”) – these wise words from Freddy Heineken, a member of the famed Heineken family, perfectly capture the essence of the brand’s new campaign.
Heineken’s message is clear: social connection is more important than the beer itself. Their powerful ad, soundtracked by Debussy’s Claire de Lune, showcases “forgotten beers” on tables at parties, bars, and celebrations. These abandoned drinks, the ad suggests, are a testament to the good times being had, where conversation and connection take center stage.
The Need for Connection in a Digital Age
In today’s world, with digital distractions and longer working hours chipping away at our social lives, Heineken’s message resonates deeply. Studies show that a significant portion of the global population feels lonely, highlighting the increasing need for genuine human connection.
This isn’t the first time Heineken has tackled the “enemies of socialization.” Earlier initiatives included “The Boring Phone,” a phone devoid of internet and social media, and “The Closer,” a high-tech bottle opener that shut down work apps when opened.
Celebrating Good Times, Not Just Beer
This focus on good times extends beyond marketing campaigns. Heineken’s 150th-anniversary campaign playfully acknowledged the many ways people enjoy their beer, celebrating the overall experience rather than strict brand loyalty.
Cheers to Good Times!
On International Beer Day, Heineken® remains true to its core value: fostering good times with friends and loved ones. While they, of course, still celebrate their beers, the brand prioritizes the connections forged over a shared drink.
Dolf van den Brink, CEO of HEINEKEN, says: “On International Beer Day, we truly get to show what the Heineken® brand stands for – good times together! Of course, we celebrate our beer but what we’re most proud of is 150 years of bringing people together.”
Marcel Swain, Head of Premium at HEINEKEN Beverages adds: “More often than not, I am the first person to highlight the taste and quality of our beer. But conversely, today isn’t about that – it’s about the moment we get so caught up with our friends, we forget our beer and enjoy our social moments with those who are special to us.”
Watch the full ad for International Beer Day: https://youtu.be/bHxpGb65zHs?si=ls2_Po21cBnh5SyK
Follow Heineken on Instagram: https://www.instagram.com/reel/C-KIu-zhpWF/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
So, South Africa, remember – whether you’re braaing with friends or catching a game at your local spot, it’s not about the beer, it’s about the special moments shared with loved ones. #InternationalBeerDaySA