WATCH: Heineken challenge drinker stereotypes with witty ad

Heineken has launched a new global campaign, “Cheers to All”, challenging the gender stereotypes that are associated with ordering certain drinks.

The film plays upon the presumptions that only men drink beer and women prefer cocktails.

Says Maud Meijboom, communications director, Heineken: “The idea for this campaign was inspired by real life experiences that everyone can relate to. Breaking down these stereotypes involves acknowledging them and we wanted to do this in an entertaining way through our hero film. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created ‘Cheers to All’.”

Agency: Publicis Italy

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