Heineken has been facing criticism after it ran a racially insensitive advert with the slogan Sometimes lighter is better, 31 March 2018.
JOHANNESBURG – Heineken has been facing criticism after it ran a racially insensitive advert with the slogan “Sometimes lighter is better.”
The advert features a fair skinned bartender sliding a freshly opened bottle of Heineken.
The bottle slides past dark skinned woman, then under the legs of a dark skinned saxophone player, then past another dark skinned women to finally land in the hands of a light skinned women, accompanied with the words “Sometimes lighter is better”.
People took to twitter to question Heineken on the blatant racial insensitivity of the advert.
Musical Grammy winner, Chance the Rapper, also slammed the advert on social media.
I think some companies are purposely putting out noticably racist ads so they can get more views. And that shit racist/bogus so I guess I shouldn’t help by posting about it. But -- I gotta just say tho. The “sometimes lighter is better” Hienekin commercial is terribly racist omg— Chance The Rapper (@chancetherapper) March 26, 2018
He furthermore pointed out the marketing campaigns are deliberately producing racist adverts to get more views.
This is a marking strategy called “outrage marketing”, which comes after numerous adverts by major brands like H&M and Dove.
Heineken SA has since apologised and said that they “missed the mark” with the advert.
In light of the recent Heineken® Light Beer advert, please find our official statement. pic.twitter.com/9srsUFW086— Heineken SA (@Heineken_SA) March 27, 2018
The company explained that the reference to “light” was meant as an indication of the fewer calories in the beer.
– Boniswa Khumalo