fbpx

ADVERTISING CAMPAIGNS

Humorous new beer ad shows workers how to find work-life balance

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…).

Advertising Campaigns

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.

Retail Strategy

Retail Strategy

More than half of consumers say they are giving more thought to the social and environmental impact of their purchases before they buy.

Read More »
Data Protection

Data Protection

Latest penalty means that embattled Meta has been fined around US$1-billion by the European Union since September last year.

Read More »
The Internet

The Internet

Online users in almost every country surveyed want better control over how their personal data is collected, used and sold.

Read More »
Consumer Research

Consumer Research

We’re so worried that the people we’re buying gifts for will be offended by our present, that we overspend or get them what they don’t want.

Read More »
Brand Acquisitions

Brand Acquisitions

Study finds brand acquisitions may not work out as planned, as consumer perceptions of the brand become tainted. But this can be mitigated.

Read More »
Supply Chain

Supply Chain

Consumer-packaged goods industry in Africa is being ‘systematically transformed’ by Ramani’s ‘huge ambition’, investor says.

Read More »