Heineken’s “Sol” Brand Campaign in Brazil: Exploiting Community and Social Connections
Posted on March 06, 2025 in Heineken, Heineken Brazil, Promotion, BrazilHeineken’s campaign for its “Sol” beer brand in Brazil is exploiting genuine community interactions for profit. By taking authentic social interactions and turning them into advertisements for alcohol, Heineken commodifies personal moments to enhance its image and drive sales, especially among young people who are vulnerable to this type of marketing.
This strategy positions alcohol use as essential for social connectivity, subtly normalizing alcohol consumption among youth and increasing the risk of alcohol harm. The campaign demonstrates how Big Alcohol disguises commercial interests as community engagement, to normalize alcohol use and increase sales.
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.