ESC

Heineken Just Out-Pepsi’d Pepsi

Heineken should thank Pepsi for laying out the 2017 blueprint for how NOT to combine social commentary with product placement. What we learned is that you don’t want your product to be the thing that brings two opposing sides together because that’s so banal even a child could see through it.

Knowing this, Heineken shot their own version of the “bring together two opposing views” commercial. Instead of making a Heineken the catalyst that unites two people, they simply use it as a prop for a conversation between two people with opposing viewpoints. It works much better and is much less disingenuous. It’s like the difference between pounding you over the head with a proverbial can of Pepsi and subtly nudging you in a general direction.

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