Targeting Youth: Heineken’s  Driving Game Masks a Bigger Marketing Strategy

Heineken’s latest marketing effort, disguised as a “safe driving” mobile game, raises serious concerns about its intentions to engage younger audiences. The game, heavily branded with Heineken logos, is promoted as a way to foster safe behaviors. However, by embedding the Heineken brand into an entertaining, game-like format, the company is subtly reinforcing its presence among young audiences. 

This is a clear attempt to normalize alcohol and the brand among youth.  The alcohol industry has a history of employing these kinds of tactics to foster future consumption, raising concerns over the long-term impact of such campaigns on young people.

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://www.marketingdive.com/news/heineken-non-alcoholic-mobile-safe-driving-game/726700

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