
Social Media
Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.
ADVERTISING CAMPAIGNS
By our News Team | 2022
Heineken suggests stressed-out employees use a near-magical bottle opener to immediately shut down all work apps and work-related devices.
Are you working too hard – laptop always on and career-crazed colleagues scheduling meetings at all hours? Global beer brand Heineken has just unveiled a new advertising campaign that humorously seeks to address the problem of work-life balance.
The new international campaign is called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, Heineken is suggesting that stressed-out employees use a near-magical bottle opener that will immediately shut down all work apps and work-related devices whenever it is used to open a bottle of beer (Heineken, of course…).
Photo courtesy of Heineken
As many African marketers will be aware, an ‘always-on’ work culture has become even more common due to the pandemic, with the online work-from-home approach seeming to further blur the lines between career and family life.
“As a brand, we have always stood for creating moments with others,” explained Bram Westenbrink, Global Head of the Heineken Brand.
Serious issue needs a not-so-serious solution
“Smart working blurred the line of when we should work and when we should disconnect … It’s a serious issue. One that needs a not-so-serious solution to remind us that switching off can be easier than we think.”
He adds: “If a bottle opener can log off from work, you can too!”
Observes Bruno Bertelli, the global Chief Creative Officer of Publicis Worldwide: “As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option.
“That’s why we created ‘The Closer’. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”
Concludes Westenbrink: “Maybe [the ad] won’t save the world from overworking, but it’s a good reminder to power down and enjoy time with friends and family.”
You can watch the new Heineken ad here.
Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.
Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.
High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.
Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.
E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.
Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.
Charge as if you’re employing a small team. It’s not deception, it’s the money you will use to start hiring and scaling the business.
It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.
Absa Kenya CMO says the fundamentals of marketing remain unchanged, but the practical implementation of strategy is evolving.
Some influencers, themselves sufferers of an ailment, give well-intentioned advice. Others are paid to do so. The consequences are concerning.