Heineken Helps Consumers Find Common Ground

Recently, many brands have joined the political conversation and used marketing campaigns as a way to put a stake in the ground around social and environmental issues they strongly believe in. Companies with an authentic message and actions that back their beliefs have been successful at voicing their values, however companies afraid of offending consumers with a decisive stance, have faced strong criticism from consumers and media. Now, Heineken’s new issues-charged campaign tactfully addresses the current landscape without alienating individuals on either side of divisive issues – using its brand to promote acceptance across the board.

In its new ‘Open Your World’ campaign, Heineken urges people with drastically opposing political views to keep an open mind and find common ground. The campaign launched with the ‘Worlds Apart’ video that captures a real life social experiment in which two strangers with different beliefs are asked to first build a stool, and then a bar. 

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