Heineken’s Rock in Rio Sponsorship: Promoting Alcohol under the Guise of Sustainability

Heineken’s sponsorship of Rock in Rio 2024 for the sixth consecutive year is problematic, primarily due to its potential influence on young audiences and its questionable environmental claims.

This marketing strategy encourages young attendees to associate alcohol with entertainment and social activities, which can alter their perceptions and behaviors towards alcohol consumption from an early age.

The sponsorship also presents an example of alcohol industry greenwashing. Heineken’s campaign touts sustainable practices, such as using green energy and creating microforests, but these initiatives serve more as a marketing facade than genuine environmental commitments. Such strategies will mislead the public about the company’s actual environmental impact, overshadowing the negative consequences of alcohol use and alcohol production.

Furthermore, Heineken are using extensive marketing activities – spanning digital ads, interactive bar marketing, and country-wide promotions – to further enhance its visibility. Heineken’s involvement in Rock in Rio reflects a broader issue in alcohol industry sponsorships where public health and genuine environmental stewardship are compromised for increased profits.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Source:
https://adnews.com.br/heineken-lanca-campanha-sustentavel-para-o-rock-in-rio-2024/

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