Heineken panties with the words “Nice Heinie” are popular commodity among alcohol promoters. In social media these images live on, and viewers get a sense of what Heineken might have wanted to achieve. Associate their product and brand with sexual success, celebration and boundary crossing. In fact the picture speaks for itself.
Using Instagram the alcohol brand is promoted through an obvious connection to sexual success. At the same time, the alcohol industry continue to perpetuate a stereotypical view of women as sexualized. What seems to be more important for the man, the woman or to pour liquor into his glass?
Dehumanization, objectification and sexualization of women have long been a corner stone of alcohol advertising. An especially disgusting and appalling case is delivered by Premier Wine Estates, on social media.