Drink less Heineken, get more girls, says Heineken

Global beer giant Heineken has uncovered the secret to finding love: drinking less of its product.

The message is all part of the company’s latest global ad campaign, ‘Moderate Drinkers Wanted,’ which promotes responsible drinking among young men.

The minute-long musical ad by Publicis Italy features young women frustratedly singing lines from Bonnie Tyler’s hit song ‘Holding Out For a Hero’ as they scour through a host of drunken men at clubs, city streets and on trains, searching for their sober Mr Right.

The ad will feature in 30 worldwide markets, including Australia, from this week and is a direct product from a study conducted by Canvas8, who polled 5000 beer drinking Millennials between 21 and 35 years of age.

The study found that drinking responsibly is becoming an attractive choice among the Millennial crowd. 75% of those polled indicated that they limit the amount of alcohol they consume on a night out, with 69% citing their primary motivation as avoiding ‘loss of control.’

In addition, it was found that 36% of respondents had suffered a form of social shaming as a result of appearing drunk in a photo uploaded to social media.

Heineken USA CMO Nuno Teles said the results of the research and the new ad reflected the change in attitude towards drinking among Millennials: “Responsibility is becoming an active and attractive choice for a motivated generation who want to stay in control.”

“Drinking responsibly enables Millennials to shape their own reputation and to make the best of every opportunity that comes their way,” Teles said.

The ad ends with a handsome man turning down another bottle of Heineken from an attractive bartender. Clearly impressed, her eyes linger on him as he exits the bar alone.


BY Tate Papworth ON 13 January 2016