Heineken’s Salvador Campaign: Misleading Messaging for Younger Demographics

The concept of “responsible consumption” has long been a tool for Big Alcohol to deflect accountability for the harm caused by their products, and Heineken’s latest campaign in Salvador, Brazil, is no exception. Promoted under the WeLab initiative, this “immersive experience” is a strategic effort to enhance brand visibility and loyalty, particularly among younger demographics.

Heineken’s campaign is designed to appear socially responsible while masking the systemic factors driving alcohol-related harm. By focusing on individual behavior, “responsible consumption” messaging shifts the blame away from the industry’s aggressive marketing practices, extensive availability, and opposition to effective public health measures. This approach allows Heineken to sidestep meaningful solutions like higher alcohol taxes and more ambitious marketing policies, which have been proven to reduce alcohol harm.

While the campaign claims to educate consumers, the initiative normalizes alcohol use among those who are still forming lifelong habits. Research shows that such exposure increases the likelihood of sustained and harmful alcohol use, underscoring the risks of campaigns that prioritize profits over public health.

Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the DUBIOUS FIVE strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.

Source:
Panorama da Bahia, WeLab Promove Experiência Imersiva Sobre Consumo Responsável de Álcool em Salvador, available at: https://panoramadabahia.com.br/welab-promove-experiencia-imersiva-sobre-consumo-responsavel-de-alcool-em-salvador/ (accessed 8 November 2024).

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