Heineken’s Open World Agitprop Campaign

On the 20 April, the Dutch brewing company Heineken decided to deprioritize selling beer, and alienate its traditional consumers by going into the business of progressive political ads, perhaps as an end rather than a means to an end, strange as that may seem.

The political ad in question is called “Worlds Apart”, and you can watch it here if you have the stomach to endure 4 minutes and 25 seconds of modern-day agitprop – very telling considering that Heineken’s logo is a red star – which is as fake as CNN or MSNBC.

A bit of research into this political ad reveals that the agency behind it was Publicis London, which is part of the Publicis Group, a French multinational advertising and public relations company founded by Marcel Bleustein-Blanchet in 1926, and currently one of the largest marketing and communications companies in the world, by revenue.

There are two relevant pieces of information worth pointing out about this company before going back to Heineken’s agitprop campaign.

The first is that a US subsidiary of the Publicis Groupe, Qorvis MSLGroup, was caught helping Saudi Arabia “whitewash” its human rights record, according to the Independent.

The second piece of information is that the company’s CEO since 1987, Maurice Lévy, was – according to Wikipedia – in January 2008:

“…bestowed the International Leadership Award 2008 from the Anti-Defamation League in recognition of his stance towards tolerance and diversity.[4] He also financed the 2008 concert at the Trocadéro to celebrate the 60th anniversary of the founding of the state of Israel.”

This is relevant to the Heineken’s “Worlds Apart” and “Open Your World” campaign because they’ve gone ahead and added the following to the back of their UK bottles: “To a world without borders or barriers. To the belief that there’s more that unites us than divides us. To finding common ground. So raise a bottle with the person next to you. Because a stranger is just a friend you haven’t had a cold Heineken with yet.”

If Maurice Lévy seems keen to promote tolerance, diversity, and a world without borders or barriers in the UK, one can only assume the same is not true of Israel, where it’s likely he’d get the bottle of Heineken smashed around his head if he did the same, due to their clear understanding of the dangerous consequences of insecure borders.

And what to say about the “whitewash” of Saudi Arabia’s human rights record? It certainly doesn’t seem to align with the “Open Your World” campaign they created – lets not forget that women have been referred to “terror” courts for driving in Saudi Arabia. Enough said.

So what on earth is Heineken playing at? Is there really money in promoting this kind of progressive propaganda? Do they seriously think that the migrants squatting in Calais waiting to get into Britain will spend the little money they have boozing on their beer?

It will remain to be seen what happens to their sales in the UK – hopefully consumers will vote with their Pounds – but there is the sneaking suspicion that this could be an EU attempt to influence Brexit Britains snap election on 8 June, announced by Theresa May on the 18 April, two days before the ad was launched.

Whether they’ll have any success is unlikely, but in any case this is another manifestation of the progressive madness making companies put politics before profits. The left often uses the threat of boycott to bully companies into acquiescing to their progressive demands, and now it’s time the right fights fire with fire in this culture war for the West.


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