Heineken has unveiled a major marketing campaign in Australia, Cheers to All, which takes a light-hearted view on the stereotypes associated with ordering certain drinks, supporting the brand’s philosophy that everyone should feel free to enjoy their preferred choice of beverage.
Through this campaign, Heineken encourages viewers to look at life with a fresh perspective, underpinned by the belief that you will enjoy it more because it opens your eyes.
Cheers to All shows that beer is for everyone and the campaign seeks to challenge the status quo, breaking down outdated stereotypes.
The centrepiece of the new campaign is a TVC which launched internationally earlier this year.
It features a montage of men and women being served the wrong drink - a Heineken and a cocktail respectively. The bartender wrongly assumes who each belongs to and as the drinkers look around puzzled, they swap drinks so they can enjoy their real drink of choice.
The campaign will be rolled out across TV, online video and social media in the coming months along with locally created out-of-home.
Further local marketing activity will be announced in the coming months.
“The idea that individuals fit a certain 'drink stereotype' is very outdated and that is why we want to reinforce the notion that drinks have no gender and beer really is for everyone," Heineken country manager Australia Willemijn Sneep says.
"Our ambition with Cheers to All is to celebrate inclusivity for all great drinking moments, showing how a simple ‘cheers’ moment can bring people together”.
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