April 06, 2018

Heineken’s “lighter is better” commercial turns snowflake outrage into avalanche of free publicity

David MenziesMission Specialist


In case you missed it, Heineken put out an ad that’s causing outrage the world over for being “terribly racist”.

The ad shows a Heineken beer bottle sliding by many people of colour before coming to a full-stop in front of a woman who happens to be white. The ad’s tagline?

“Sometimes lighter is better”

Oh-oh! Did Heineken mean lighter is better when it comes to the alcohol content in beer, or when it comes to skin pigmentation?

In the fierce fallout that erupted on social media many asked how they couldn’t have known the ad would be offensive.

But that’s the thing. My gut tells me what we saw was a gutsy marketing technique that I’ll label, manufactured racism.

Watch as I explain my theory bearing in mind that for the perpetually offended demographic, no perceived slight is too small to raise a stink over.

It’s 2018 after all and we have an entire constituency who live by the mantra, “I exist, therefore I am offended” and Heineken played these people and the rest of us and the media, too.

If a company can leverage snowflake outrage into an avalanche of free publicity, where’s the downside?

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commented 2018-04-07 23:19:56 -0400
Keith and Helen, definitely lighter than the other guests!
commented 2018-04-07 02:49:27 -0400
Possibly a stroke of genius.
commented 2018-04-07 00:07:17 -0400
I don’t think the young lady that the beer was meant for was truly WHITE,
BUT she definitely WAS LIGHTER.
commented 2018-04-06 23:14:29 -0400
That woman is not white.
commented 2018-04-06 23:13:57 -0400
Maybe I should do the same for my book called Deliverance from Jericho. There must be a way to spin my memoir in such a way as to anger snowflakes while not being racially offensive. I`ll have to think long and hard about how to do this so I can get free publicity. By the way, I love the music in that commercial. Am I therefore guilty of cultural appropriation because I love reggae music? Expiring minds need to know. :-)
commented 2018-04-06 20:27:47 -0400
The possible down-side,(especially in the US) is Black Lives Matter, Obama’s Terrorist Group, may see you carrying a case of Heineken to your car and attack you if you are White.
Remember BLM IQ’s arn’t too high.
commented 2018-04-06 20:14:14 -0400
She’s white?
commented 2018-04-06 19:08:33 -0400
Heineken must believe there is no such thing as bad publicity.
commented 2018-04-06 18:58:15 -0400
Actually very clever. And Blue Velvet was a very bizarre movie as I recall.
commented 2018-04-06 17:43:21 -0400
Hep, I will be a new customer. Too funny and quite wise.
commented 2018-04-06 15:19:02 -0400
She looks more Asian or Hawaiian to me. Regardless it is par for the course for the perpetually offended Snow Flakes & their mission to try and make everyone as miserable as they. Good luck with that you loozzers. My next trip to Chick-fil-A, I will have to be sure to pick up a six or so of Heini.
commented 2018-04-06 15:08:51 -0400
Thanks David!