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GUERRILLA MARKETING

Late-night working in NYC targeted by Heineken in its latest stunt

By our News Team | 2022

Beer brand finds a new way to push its marketing theme that workers should ‘log off’ and take a beer break with friends.

Global beer brand Heineken is continuing to cleverly push its recent ad theme encouraging stressed-out and time-starved workers to ‘log off’ from their jobs and take a break.

Last month, the company unveiled a campaign that humorously seeks to address the problem of work-life balance.

Guerrilla Marketing

Photo courtesy of Heineken

The new international campaign is called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, Heineken has 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…).

Business skyline of Manhattan is targeted

Heineken’s next phase of the strategy has now targeted the high-rise, never-sleep, never-stop-working culture of the Manhattan business district in New York City. Together with its agencies Publicis and Le Pub, the brand projected messages onto office buildings in the city, beside windows lit by people working late into the night.

The guerrilla marketing stunt, which has captured widespread social media attention and garnered many news headlines, projected messages onto the buildings such as “Overworking? The Closer can help”, “Still working? Time for The Closer”.

Heineken’s The Closer campaign aims to deal with a culture that has turned hyper-working into a virtue and to restore work-life balance for employees around the world.

Bram Westenbrink, global brand head at Heineken, noted: “As a brand that is built around the celebration of real moments of human connection, we strongly believe that life is about making time for friends over a beer, and not for late nights in the office alone.”

You can watch a video of the stunt here.

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