Heineken imagines new normal with Back to the Bars campaign

The new Heineken campaign encourages people to #SocialiseResponsibly without compromising on the fun elements of a nightout in bars.

Heineken has launched a global campaign, #SocialiseResponsibly, with an aim to support the re-opening of HoReCa around the world, whilst reminding consumers to behave responsibly. Created by Publicis Italy for Heineken, the campaign ad film shows people in bars, socialising via air hugs, elbow bumps and 1.5m cheers.

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Sharing insights into the campaign, Bram Westenbrink, Senior Director Global, Heineken Brand says, "We were inspired by real-life experiences that everyone can relate to. Whilst the new bar experience can be awkward and may take time getting used to for customers and bar staff, we wanted to celebrate their return and remind people that respecting the new rules is important. After all, there’s one thing better than the first night out, another night out."

The call to action for the Heineken campaign is 'socialise responsibly to keep the bars open'. It has been released in 60 seconds, 30 seconds and 15 seconds version ad films along with digital, social assets and multiple trade initiatives to help bars remind consumers about social distancing in the very moment of consumption when they are more likely to 'forget' about it while having fun with friends. The campaign is being launched in multiple countries.

On the brand's India page, most of the recent posts are about #Connectioff, highlighting network and other logistical issues faced by people while trying to have a beer with friends, virtually. It's a part of the #SocialiseResponsible global campaign.