Heineken

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Heineken lighter is better ad

Heineken is a pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken International. Heineken beer is sold in a green bottle with a red star.

"Sometimes Lighter Is Better" advert

In the 30-second advertisement, the ad shows a bartender slide a beer past three black people before it stops near the hand of a lighter-skinned woman.

As the woman picks up the beer, the tagline "sometimes, lighter is better" appears on screen.

The advert, which aired in the USA, New Zealand and Australia, was for a Heineken Light beer which has 99 calories.[1]

Controversy

Chance The Rapper tweet about "Sometimes Lighter is Better" ad.

Hip-hop star Chance the Rapper on Sunday tweeted the commercial was “terribly racist”. He said he thought some companies were purposely “putting out noticeably racist ads so they can get more views”.[2]

Clarification

Heineken has pulled an ad campaign with tagline "Sometimes Lighter Is Better" from TV and online. They are not only pulling the as that inspired backlash from social media, but pulling the entire campaign. The first ad is the one that caused racism allegation. Two other now-deleted ads for that campaign also featured light-skinned people being offered Heineken Light. Those ads, however, did not show the drink sliding past darker-skinned people.[3]

References


  1. Chance the Rapper attacks Heineken for 'racist' advert. Retrieved on December 29, 2020.
  2. Associated Press (2018). Heineken removes ad after Chance the Rapper calls it 'terribly racist'. Retrieved on December 29, 2020.
  3. Taylor, Kate (2018). Heineken is killing its 'Lighter Is Better' campaign after being slammed for 'racist' beer ad. Retrieved on December 29, 2020.