In an era of brands defining their purpose and taking a stand, two of the world’s leading brewers are expressing their purpose. Heineken and Carlsberg have each released a video that speaks to their brand purpose, and they’re both must-viewing.
Heineken UK’s ‘Worlds Apart’ ad pairs strangers with opposing views and gives them a task to be mutually completed. Without spoiling the project, when the task is completed they’re asked if they want to sit and have a beer to discuss their views—or walk away.
As Heineken describes its social experiment: “Can two strangers with opposing views prove that there’s more that unites than divides us? Find out more about the campaign, and sign up to one of our new Human Library events where you can share a beer with someone unexpected at Heineken.com/openyourworld.”
The strangers, who Heineken’s Facebook post assures us are “real” people and not actors, couldn’t have more opposing views: someone who denies climate change is paired with an environmentalist; a hardcore feminist is paired with a man with old-fashioned views on women; and most powerfully, a transgender-hater with a transgendered person.
“Social media tends to lend itself towards conclusions,” Inc. notes. “Your friend posts something on Facebook and you respond. Someone you don’t know jumps in and condemns you–without understanding any of your background. Then a fight ensues and you both walk away thinking the other person is an idiot. Imagine how much better it would be if you found out about each other before making any conclusions about character.”
Thank you, @Heineken! Let's try to have a meaningful discussion with one another over a #beer! https://t.co/MUA8o2Sifj #changetheworld
— TC Wealth Strategies (@TCWealth) April 26, 2017
“We know we’re never going to agree on everything but there will also be common ground,” commented Heineken UK marketing head Cindy Tervoort. “Whether it’s 1950, 2017 or 2027, being open lets us get more out of life. It makes the world a more interesting place. And it makes every story worth listening to.”
Getting hygge in front of @C4gogglebox? You don't need candles or blankets or even beer for hygge, but they all help… #TheDanishWay pic.twitter.com/TsDoXROfoI
— Carlsberg UK (@CarlsbergUK) April 21, 2017
In contrast, Carlsberg UK’s new spot “The Danish Way” highlights Denmark’s oft-talked about status as the “happiest nation in the world.” Danish actor Mads Mikkelsen (Casino Royale) cycles through Copenhagen, passing Danes enjoying themselves and pondering why the Scandinavian nation of five million people perennially tops the list for happiness.
He wonders if it stems from Danes’ ability to find joy in nature, their work-life balance and finding time for “hygge,” a 2016 Oxford Dictionaries’ Word of the Year for Danish philosophy of cozy comfort and happiness. “Or could the secret of our happiness be down to creating what we believe is the best beer in the world?”
The spot ends at a Carlsberg brewery as Mikkelsen answers his own question with, “Probably,” invoking the brand’s trademark tag: “Probably the best lager in the world.”
“We really want to challenge perception of mainstream brands in general,” said Lynsey Wood, Carlsberg’s marketing controller.
“Consumers don’t think that they are interesting, so for us we really want to be the ‘quality lager.’ No one’s really out there doing anything different, so if we want that to change we’re going to have to do something bold.”
Full Carlsberg ad online on the blog including 3 teasers. More versions coming soon. https://t.co/RBQhlCiG6v #thedanishway #theofficialmads
— theofficialmads (@theofficialmads) April 25, 2017
The Drum notes, “Where competitors have more consistent associations for UK drinkers—Heineken is the modern beer for modern men; Peroni is all about sophistication; Carling is for the everyday man—Carlsberg’s representation has been more nuanced.”
Woods said the latest campaign is a “re-introduction” of Carlsberg in the UK market and for now the Hygge-heavy positioning will be confined to the UK.
As The Drum noted, “Time will tell whether the brand will reap the fruits of its multi-million investment and focus on quality, probably.”
Diversity and hygge are big themes for beer brands to tackle as they strive for relevance in a world struggling from lack of both—but as these short films demonstrate, the journey to understanding may not yield any answers, but as ever, it’s the journey that matters.
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