In February this year, Publicis launched a campaign overseas that highlights stereotypes around what men and women drink. Its hero commercial is not subtle (in fact, it’s a little clunky) but it’s meant to be light-hearted (which is the brand’s signature style) and the fact that the ad’s clichés grate somewhat is a strength of the campaign. It’s a shame, though, that the creators had to add the tagline, Men drink cocktails too.

The stated aim of the campaign called Cheers to All is to “support the brand’s philosophy that everyone should feel free to enjoy their preferred choice of beverage”. As Heineken is a beer brand, the greater goal would have to be to sell beer to women. The campaign has arrived in Australia and is running in 30-second and 15-second versions.

The campaign will run on TV, online video and in social media in the coming months, supported by with locally created out-of-home. Further local marketing activity will be created.

Willemijn Sneep, Heineken country manager Australia, stated, “The idea that individuals fit a certain “drink stereotype” is very outdated and that is why we want to reinforce the notion that drinks have no gender and beer really is for everyone. Our ambition with ‘Cheers to All’ is to celebrate inclusivity for all great drinking moments, showing how a simple ‘cheers’ moment can bring people together.”

Heineken already has a higher proportion of female drinkers than the category average and continues to see an increase in females drinking their products (Source: Fiftyfive5 Brand Tracker).