Beer advertising in Brazil has long leaned on clichés: men watching football, scantily clad women, and sexist tropes. Yet 35% of Brazil’s beer consumption comes from women, and 65% of them reported not feeling represented in beer ads. Heineken, a global brand with a reputation for progressive marketing, saw an opportunity to challenge this narrative.
Partnering with Publicis Brasil and production company Hungry Man São Paulo, Heineken launched “The Cliché” in June 2016, timed with football season.
Campaign Overview
Hero Film: A short branded entertainment piece that flipped the cliché—showing women enjoying football and beer while men were portrayed in stereotypical roles.
Experiential Activation: Live events and screenings reinforced the message, inviting audiences to rethink clichés.
Digital Rollout: Distributed across social media and video platforms, sparking debate about representation.
Campaign Objective
Challenge sexism in beer advertising by breaking away from tired stereotypes.
Represent women authentically as beer consumers and football fans.
Strengthen Heineken’s progressive brand positioning in Brazil.
Generate conversation around inclusivity in advertising.
Execution
Narrative Flip: Instead of men watching football while women serve drinks, the film showed women as passionate fans, drinking Heineken, while men were relegated to background roles.
Production Quality: Directed by Caio Rubini and Fabio Pinheiro, the film blended humor with sharp social commentary.
Multi-channel Distribution: Released online, in cinemas, and at football-related events.
Engagement Strategy: Social media hashtags encouraged audiences to share their own “cliché-breaking” moments.
Experiential Tie-In: Heineken hosted screenings and activations during football matches, reinforcing the campaign’s message in real-world contexts.
Brand Impact
Cultural Conversation: The campaign sparked debate about sexism in advertising, positioning Heineken as a progressive voice.
Representation Shift: Women felt more included in beer advertising, strengthening Heineken’s relevance among female consumers.
Awards & Recognition: Won multiple honors, including Silver and Bronze at Cannes Lions, and Gold at Wave Festival.
Brand Equity: Reinforced Heineken’s global positioning as a brand that challenges norms and embraces inclusivity.
Results
Heineken – The Cliché achieved massive global traction with 22 million views, including 9.2 million organic views, becoming the most shared Heineken video of all time. The campaign sparked widespread press coverage with 145+ articles across 25 countries, solidifying its cultural and viral impact.
Lessons Learned
Flip the narrative: Challenging stereotypes can create powerful, memorable campaigns.
Representation matters: Authentic inclusion strengthens brand loyalty.
Humor + social commentary: A mix that resonates across audiences.
