Heineken's Global Campaign Breaks Gender Stereotypes on Certain Drinks

Heineken has launched a new global campaign, ‘Cheers to All’, with a light-hearted view on the stereotypes that are associated with ordering certain drinks. 

The film is a montage of men and women being served the wrong drink, a Heineken or a cocktail respectively, when in fact they had ordered inversely. As they look around the restaurant or bar with baffled expressions, the bartenders awkwardly realise the mishap, and swap drinks to enjoy their drink of choice. 

Maud Meijboom, Heineken brand development and communications director, said: “The idea for this campaign was inspired by real life experiences that everyone can relate to. Breaking down these stereotypes involves acknowledging them and we wanted to do this in an entertaining way through our hero film. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created ‘Cheers to All’.”

The campaign includes a 15, 30, 45 and 48 second film, digital and social assets and will be launched in multiple countries in 2020.

The film can be viewed on TV, online and across social media and is available in different formats.