A Different Brand

While the majority of beer advertisements in the U.S. tend to focus on men and favor the stereotypical promise of enhanced attractiveness to women and greater virility, Heineken has established itself as a popular brand despite being an import in a market dominated by domestics. One way they do this is by branding themselves differently and with a sense of humor. Let the frat boys drink Budweiser, Heineken is for self-deprecating sophisticates with a sense of humor, as these advertisements demonstrate.