Confessions of an Overly Opinionated Marketing Student

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Happiness is just a Heineken away.

on November 9, 2013

The Spot: A woman and her friends are walking around a stylish apartment, showing off various elements of the place. The woman walks to a large door, clearly excited. She throws open the doors to reveal a large walk in closet with a bevy of different shoes, purses and clothing. The woman and her friends begin to jump up and down while squealing in delight, clearly thrilled about the closet. Suddenly, you clearly hear more squeals and yells of excitement in the distance. We pan into a group of men jumping, screaming and obviously giddy. We see that the men are excited over a closet stocked full of the beer, Heineken.

Beer is generally seen as a “man’s man” drink. It’s not a traditional choice for many women, most choosing a lighter, fruitier beverage to enjoy. According to, only 30% of women choose to drink it while out. Keeping that in mind, Heineken has gone out of it’s way to appeal to the female market. They have the men down, now it’s time to conquer the women!

In this ad, Heineken is now attempting to appeal to women. By creating a closet of designer duds, Heineken created every woman’s fantasy. But what would the dream closet of a man look like? A closet of women? Big screen televisions? The clear answer, would be beer. And Heineken wants you as a woman to see that you can get just as excited over their beer as a closet of Dior.

By creating these specific closets and showing the joy and giddiness of what these products can bring, while comparing the two, you can see how someone would really be excited over their favourite things.

The big role in this ad is humour. And the play of lifestyles. I remember the first time I saw this ad and I loved it from the start. The idea of a “dream closet of beer” would get a group of men so excited is hilarious to me.

However, some people may find the portrayal of the women as slightly offensive. The women are portrayed as slightly materialistic and give the impression that in order to be happy, you must have an entire closet of designer clothes. But hey, you can’t take it so seriously.

Overall, I find this commercial funny and I think it definitely gets the point across – happiness is a Heineken beer away. For this I give this commercial an A.


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