Heineken: Your only real friend?
Heineken's so-called "case study" is a case study in dubious marketing ethics.
We were alerted this week (thanks Megan) to an interesting case of marketing/media ethics.
On the night of October 21st last year, Real Madrid played AC Milan in an important Champions League match. Heineken (under guidance of advertising agency JWT Milan, Italy) gave university professors, girlfriends, and various media outlets (hereafter, the foils) tickets to a classical music and poetry a concert that night. The foils, quite naturally, asked or required their students, boyfriends and employees (hereafter, the pawns) to go to the concert. Naturally, many of the pawns were nonplussed. Their (quite strong) preference was to watch Real Madrid/AC Milan, not to attend what they saw as a boring concert. Here’s what happened.
Now ask yourself, what is the message to the pawns (the target market) here? I think it has to be this: “Heineken knows you better, and looks out for your interests better, than your professors, girlfriends, wives, and bosses. When your work, education, and family stand in the way of your happiness, count on the Heineken brand to save you.”
That, by my lights, is a little perturbing.
| Tagged with: | Advertising, Branding, Design Ethics, Heineken, Marketing, Social Marketing, Viral Media |
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