On the heels of Pepsi’s Kendall Jenner fail, Heineken took a risky move when they launched their latest ‘Worlds Apart’ campaign. Both ads are politically charged, but Heineken’s ‘real’ approach to societal issues gained recognition among audiences worldwide.
In the new Heineken ad, a group of strangers are paired together to complete a simple task: to build a couple of stools and a bar. What they don’t know is that they were selected because of their differing political and social views.
After their positions are revealed, they are given a choice– to leave or discuss over a beer. All of the participants chose to have a beer.
The #OpenYourWorld ad earned over 1.7 million YouTube view and quickly became a viral social media success. Many describing it as the “anti-Pepsi” ad.
Why was the Heineken Worlds Apart commercial considered a success?
The ad’s timely release made its continued comparison to the Pepsi ad inevitable. Major media publications like Fast Company favored the campaign, referring to it as the ‘antidote’ to Pepsi’s ad.
“Heineken Just Put Out The Antidote to That Pepsi Kendall Jenner Ad” – Fast company
Unlike the glamorized Pepsi ad, the beer brand also took an uncontrived approach. Heineken presented a stripped down production of a very believable social experiment.
It gave its target audience a relatable scenario by showing what happens when we take the conversation offline, over a beer, rather than a Twitter war.
More importantly, Heineken sends a strong message while equally highlighting the concerns of both liberals and conservatives.
While Heineken’s strategy worked with careful execution and planning, there are many details that brands often overlook. Want to learn more about promoting your brand? Read this article about Protecting Your Brand in a Critical Political Climate.
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