With racist allegations and boycott calls, the Dutch brewer Heineken is currently facing in social networks. The reason for this is a current commercial. Under the title « Sometimes lighter is better », the company promotes a new, low-calorie beer.
The 30 second long spot (video below) shows a bartender pushing a beer bottle over a counter. The Heineken passes three dark-skinned persons, before finally arriving at a fair-skinned woman. She holds the 99-calorie beer with a smile on her face. Then it says: « Sometimes, lighter is better ».
« Terribly racist »
On Facebook and Twitter, advertising has triggered a veritable shitstorm. The well-known African American rapper Chance, for example, called the campaign « Dreadfully Racist » and received a lot of popularity with 15,000 likes.
Many called for not buying Heineken products anymore. Heineken has meanwhile responded to the allegations and removed the commercial from the program. « We were not aware of that, we take the feedback to heart and will pay more attention to it in the future, » said a company spokesman.