Heineken challenges gender stereotypes in new ‘Cheers to All’ campaign

Heineken’s latest major marketing campaign is designed to challenge stereotypes associated with ordering certain drinks in a light-hearted way.

The ‘Cheers to All’ campaign launched internationally earlier in 2020 and now lands in Australia, further supporting Heineken’s brand philosophy that everyone should be free to enjoy their preferred beverage choice.

Heineken’s ‘Cheers to All’ campaign challenges gender stereotypes associated with drink orders

The campaign encourages Aussies to look at life with a fresh perspective that beer can be for everyone, and men can enjoy cocktails too.

Its centrepiece is a TVC featuring men and women in restaurants being served the wrong drink, a Heineken and a cocktail respectively. Each time the bartender incorrectly assumes which person ordered each drink.

According to Fiftyfive5’s Brand Tracker, Heineken already has a higher proportion of female drinkers than the category average and recently saw an increase in female consumption.

The campaign is also set to be rolled out across online video, out of home, and social media. Further local marketing activity will be announced soon.

Heineken’s Australian country manager, Willemijn Sneep, said the campaign is about celebrating inclusivity for all great drinking moments.

“The idea that individuals fit a certain ‘drink stereotype’ is very outdated and that is why we want to reinforce the notion that drinks have no gender and beer really is for everyone,” she said.

“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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