…. So that men could watch the UEFA Champions League Final.
Heineken pulls a fun stunt in Brazil, not worrying about any accusations of sexism. They organized a giant shoe sale so that women would all hurry to buy shoes, leaving their boyfriends/husbands alone to watch the great UEFA Champions League Final between Real Madrid and Atlético de Madrid heineken shoe sale in peace, whilst enjoying a cold beer with friends and some quiet time. Wieden +Kennedy São Paulo came up with the idea, which Heineken supported completely.
“Our goal is to run a fun campaign unlike anything we have ever organized in Brazil,” said Bernardo Spielmann, director of the Heineken brand and sponsorships at Heineken Brazil. “Therefore, the Heineken Shoe Sale will be announced with a humorous tone in the digital environment, including teasers, email marketing and videos.”
“The idea is to help guarantee men time to watch the game on Saturday afternoon,” said W+K creative director Otavio Schiavon. “So we’re going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He’s going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final.”
Clever, fun and creative move from Heineken Brazil, wouldn’t you say? Most women do not enjoy watching football matches and most men do not enjoy watching football matches with women so Heineken found a great win-win for both genders. This way, everyone gets to do what they like. From a simple insight like this, Heineken and Wieden+Kennedy São Paulo developed an effective campaign that reminded everyone of Heineken’s fun side.
What do you think of Heineken’s stunt? Do you find it sexist or amusing? We’d love to read your thoughts in the comment section below!