This International Beer Day, Heineken® does not want you to focus on Heineken®

Did you know that tomorrow, 2nd August, marks International Beer Day?

I’m getting in touch on behalf of Heineken®, whom you’d think would be promoting their beer on this day. In fact – it’s quite the opposite.  Why? Because the best part of having a beer isn’t the beer, it’s about having a good time together. After all, Freddy Heineken himself said: “I don’t sell beer, I sell gezelligheid” (a famous Dutch phrase meaning ‘the feeling of good times’).

To bring this message to life, the iconic brewer has created an ad, going live on International Beer Day, that showcases how beers forgotten and left on the periphery of parties, football match celebrations or get togethers in bars, demonstrate that good times are being had.

With factors like digital overload and longer working hours increasingly affecting our social lives, making sure we come together for good times is now more important than ever. Nearly a quarter (24%) of the global population feels “very” or “fairly” lonely, while 6% do not feel connected “at all” to others, equating to about one in every 20 people worldwide.

As you may know, the brewer has a rich history in promoting ‘good times’ with campaigns like ‘The Boring Phone’, ‘The Closer’ and the ‘Good Times Index’.