Dutch beer-slinging juggernaut Heineken has pulled its latest television spot from circulation after viewers criticised its racial insinuations.
The ad showed a Heineken Light beer sliding past three black people on a bar countertop before arriving before a woman with lighter skin. The message “sometimes, lighter is better” then appeared on-screen.
Despite the ad’s apparent reference to the beer’s low caloric value, viewers took issue with its apparent subtext. Notably, Chance The Rapper commented that the ad was deliberately racist in order to kickstart a conversation about the brand.
I think some companies are purposely putting out noticably racist ads so they can get more views. And that shit racist/bogus so I guess I shouldn’t help by posting about it. But 😂 I gotta just say tho. The “sometimes lighter is better” Hienekin commercial is terribly racist omg
— Chance The Rapper (@chancetherapper) March 26, 2018
Im not saying boucott them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and shit. Like I didnt wanna tweet about it so bad 😂😂 but its like how can u not
— Chance The Rapper (@chancetherapper) March 26, 2018
In response, a Heineken USA spokesperson told the BBC the company had “missed the mark”.
“Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” the rep said.
“While we feel the ad is referencing our Heineken Light beer, we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”
It’s hardly the only promotion singled out for shonky messaging in recent memory. God only knows H&M is still dealing with the fallout of this one:
