Advert Message
The advert’s key message, repeated throughout the video, is that people who don’t take alcohol get isolated in most social events since they are not taking alcohol. Other than being isolated, these people feel out of place since they cannot take alcohol like the people around them. The advert shows how people who take alcohol feel superior to those who do not take alcohol.
One of the external influences being used to reinforce the message passed in the Heineken advert is culture and cross-cultural variation. In the advert, there is great cultural diversity showcased in all scenarios. The advert starts with showing a group of youths comprise of all races drinking and having fun at the club (Tam, 2022, p.101474). It later moves back in time, where it shows the ancient people drinking on a mountain dressed in fur clothes. Another scenario that shows cultural diversity is the royals drinking, and the African America seated in a room drinking. These entire scenarios include people from different communities coming together. These people have different cultures, and they are from different communities. However, they live with each other and have drinks. The advert ensured that it showed cultural diversity.
Humor in an advert is the most effective way of communicating the message to the audience. Laughter is really important in human life at the moment. Most people are facing tough situations, and when an advert brings smiles to their faces, they tend to remember the product more since they are likely to watch the advert more (Eisend, 2022, p.962-973). Humor also catches the attention of the audience. When an advert has humor in it, the consumer enjoys the advert hence catching the attention of the consumer.
Target Market
The audience that is most likely targeted by the advert is the non-alcoholic group. The advert is mainly marketing Heineken, which has no alcohol content. The company has realized that there are people who would like to have fun but not drink alcohol. The best audience for the advert is the youths aged 18-35 who are not taking alcohol. The advert would be appealing to them because first they are addressing the fact that those who don’t drink alcohol always feel left behind, and they get teased for not taking alcohol (Ramsak, 2022, p.43-50). Secondly, the advert would be appealing to the youths who don’t take alcohol because they will now have an alternative. The 0.0% Heineken drink has the same package as the known alcoholic Heineken, and it would be hard for anyone to notice the difference from afar. Hence, the audience will find this drink efficient for them.
The internal influence that has been used to influence the advert is the perception. Most people perceive those who take alcohol as superior, or they are in a different social class. This perception has made people take alcohol just to fit in, in those groups, or to feel in place. The advert is changing the whole perception of alcohol. In the advert, those who are not taking alcohol are either sad, alone, or secluded for not taking alcohol. However, the new 0.0% Heineken is changing the perception (Wildfeuer and Coffie, N/A). The company is creating a drink that is similar to the common alcoholic drink but has no alcohol content. This means that people who don’t take alcohol do not have to take it to have fun and fit in; they can fit in and have fun with other people while drinking Heineken, which has no alcohol.
Beer for Women
Alcohol has always been classified as a man’s drink since its invention, and since then, things have been changing as time passed. Women are currently taking alcohol as much as men are doing it. Most women avoid alcohol due to its adverse effect on human health, and this reason has made most of them left out when it comes to having fun. Heineken 0.0 is a great drink which will solve the problem of women who wants to have fun but not take alcohol. Women aged 18-30 are still young, and they need to be part of the fun world without being addicted to alcohol (Vicente, 2021). The fear of being an addict has made many women avoid parties and other social gatherings which serve alcohol. Nevertheless, Heineken 0.0 is solving this major issue by providing an alternative to these women in such social events. Heineken 0.0 is packaged as the other Heineken, which has alcohol. The two drinks look similar, although one is alcohol-free. It would be easier for anyone who wants to stay sober not to be judged by others since the branding is the same, and it is hard for anyone to notice the difference.
Heineken 0.0 is changing the perception that people can only drink alcoholic beer. Most women avoid alcohol when they are pregnant because it is not safe for the baby; Heineken is solving this problem by manufacturing the Heineken0.0. This alcohol-free beer is safe to drink when one is pregnant. It also increases breast milk production in women who are lactating. The view that beer only has a negative effect on the human body is greatly being challenged since Heineken0.0 has adverse health benefits for women (Maan et al, 2020, p. 660-664). First, it has a great fruity taste and malt flavor. Heineken0.0 gives the beer taste but has no alcohol. It also improves cardiovascular health. The beer has polyphenols which reduce blood pressure. It also reduces the risk of osteoporosis, a disease associated with bones. Lastly, Heineken0.0 promotes better sleep. Beer has a sedative effect which facilitates a better sleep.
In the advert, I will engage young women by championing inclusivity. Most women are left out when they are expectant or when they are breastfeeding; the advert will ensure to emphasize inclusivity and equitability. The advert will explain how the Heineken0.0 is great for production of milk and has no effect on the baby. Other women want to reduce their alcohol intake, and they need to stop gradually (Maani et al., 2020, p. 660-664). Heineken0.0 ensures that these women have the taste of the beer and, at the same time, they are reducing their alcohol intake. To engage the young women, I will use young women in the advert to show inclusivity. I will also show them in the advert how Heineken0.0 is beneficial to the body and has no harm on mothers.
The preferred advertising medium for Heineken 0.0 is social media. The world is moving fast in the technology world, and young women are embracing social media. 80% of women aged 18-30 own a smartphone which they use to access nearly all the social media platforms. Social media will reach out to these women, and since they are the targeted group, it will reach out to nearly all the targeted audience. Social media advertising costs lesser compared to other mediums of advertisement (Jacobson et al., 2020, p.101774). It also reaches out to many people at once. Women are using their phones, and many of them access this social media platform. Therefore, the advert would reach them easily through social media. Social media also allow the company to understand their audience better and meet their needs.
References
Eisend, M., 2022. The influence of humor in advertising: Explaining the effects of humor in two‐sided messages. Psychology & Marketing, 39(5), pp.962-973.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is watching the watchers? Journal of retailing and consumer services, 53, p.101774.
Maani, N., Collin, J., Friel, S., Gilmore, A.B., McCambridge, J., Robertson, L. and Petticrew, M.P., 2020. Bringing the commercial determinants of health out of the shadows: a review of how the commercial determinants are represented in conceptual frameworks. European Journal of Public Health, 30(4), pp.660-664.
Ramšak, M., 2022. Children and Adolescents as a Marketing Target. In Social Impact of Wine Marketing: The Challenge of Digital Technologies to Regulation (pp. 43-50). Cham: Springer International Publishing.
Tam, K.P. and Milfont, T.L., 2020. Towards cross-cultural environmental psychology: A state-of-the-art review and recommendations. Journal of Environmental Psychology, 71, p.101474.
Vicente, B.M.W., 2021. Heineken NV Equity Research:“Brewing” New Worlds (Doctoral dissertation, Universidade NOVA de Lisboa (Portugal)).
Wildfeuer, J. and Coffie, J.A., Rhetorical Structure of Heineken TV Commercials During the Pandemic.
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