Heineken Pulls Ad Chance The Rapper Calls “Racist”

 

Contributed by Amaya Starkey

On Sunday, Chance The Rapper accused Heineken of “baiting” audiences with a racist advertisement.

Heineken receded a set of commercials for light beer this week that included the tagline “sometimes, lighter is better,” after the ad was condemned as racist.

Heineken, the newest company to receive backlash for racially insensitive marketing campaigns, responded to the criticism this Monday, according to The New York Times. “We missed the mark, are taking the feedback to heart and will use this to influence future campaigns,” Heineken U.S. said.

According to ABC News, he advertisement illustrates a bartender sliding a bottle of Heineken beer passed three African American customers to a white woman standing at the end of the bar. Then the commercial was concluded with the slogan “ Sometimes, lighter is better,” while featuring the beer’s 99-calorie count.

Per ABC News, “For decades, Heineken has developed a positive track record for creating marketing that shows there’s more that unites us than divides us,” Heineken states to ABC News. “While we feel the ad is referencing our Heineken Light beer, and that light beer is better than other high-calorie options — we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”

As stated in NPR, Chance the Rapper responded to the ad with this tweet, “ I think some companies are putting out noticeably racist ads so they can get more views.” The rapper further clarified that he isn’t encouraging anyone to boycott the company.

Controversies such as this can spread fast and damage business for companies’ tremendously. However, as of today, it seems as if Heineken has not been adversely impacted by the controversy, but there is still no proof of the company being positively impacted either.

WHUR Contributor


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