If you must sell a beverage based on the strategy that it unites people, then Heineken’s World’s Apart, is the way it is done. The 4 minute ‘experiment’ succeeds where Pepsi’s Kendall Jenner ad failed.
Heineken’s World’s Apart Succeeds Where Pepsi’s Kendall Jenner ad failed
You might have seen the controversial two and a half minute Pepsi Kendall Jenner ad. Pepsi Global pulled the commercial from the air and apologized for its content after receiving much backlash from several critics, public personalities, online communities, Twitterers and more. Pepsi Co even removed it from their own Youtube channel. But Kendall and Kylie Jenner didn’t, so we can share it with you.
If you never saw it, then at least you might have caught one of the numerous parodies. Either way, here it is:
To read more about the controversy, simply google “Kendall Jenner Pepsi Ad”
Heineken’s World’s Apart
Now, Heineken beer has come out with “World’s Apart,” a four minute experiment that places people with opposing viewpoints (yet they do not know this) in a situation where they must work together to accomplish a task. After the task is completed, they are asked to sit down and view previously shot footage revealing their viewpoints prior to the task. Watch what happens.
Heineken says you can “Find out more about the Heineken campaign, and sign up for one of their new Human Library events where you can share a beer with someone unexpected at “Heineken.com/openyourworld” however right now that microsite does not seem to be up and/or functioning.