Heineken Campaigns: No More Overworking
- gabrielakvisionfac
- 2 hours ago
- 2 min read
Growing social pressure to be present and responsive at all times has forced us to redefine our daily routine. Nowadays, workers are obliged to completely rethink where and when they can devote time to their professional activities. The result is an overall work-life imbalance that affects our well-being. The brand Heineken couldn’t stay silent about this. So, let’s dive into two of the beer brand’s extremely successful campaigns.
1. The Closer Campaign
Today, more than in the past, the risk of falling ill with workaholism is real. This is also because there is no longer a clear distinction between working hours and free time. On June 1, Heineken started spreading its new global advertising campaign “The Closer.”The focus is on the quirky high-tech bottle opener, a provocative symbol of the power of disconnection. In the film, Heineken addresses the growing work-life imbalance. Actually, the goal was to make people disconnect from work and enjoy their free time in the company of friends or family. For this purpose, Heineken used the stratagem of a special bottle opener. In fact, while opening the beer bottle at the end of the day, the opener shuts down PCs and any other work devices. However, Heineken’s special bottle opener wasn’t just fiction. In America, those who attended the exclusive launch event also had a chance to win a Closer bottle opener. Moreover, the same initiative was repeated in other markets in the coming months.
2. The Ghosted Bar
Heineken returned to the theme of balancing work and leisure with ‘The Ghosted Bar’campaign. As a matter of fact, Ghosted Bar represents a new chapter dedicated to the#WorkResponsibly platform. In particular, it was designed to raise awareness about the issue of work-life balance around the world. The idea was prompted by a study that found that a common cause of ‘ghosting’ friends is keeping late hours at the office. The term “ghosting” is typically used in dating and social media. Therefore, by making use of it, Heineken highlighted both a trend and a behavior that is broadening towards social activities. This way, the brand wanted to underline how being ghosted by a friend who works after hours can hurt as much as if it were done by a crush. This is why in this campaign we can see a young worker stuck in the office, leaving friends to hang out only with his or her ‘ghost’. In conclusion, Heineken has always believed that workers should have more time to socialize and relax. For this reason, its campaigns remind us to leave the office after an honest day’s work to live our social life to the fullest. So, a quick reminder to you all: prioritize self-care and rebuild work culture.
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