Heineken USA CEO on shift in beer advertising
When I told Dolf this, he said: "Yes that’s true. But the production values are just the price of entry — it’s a qualifier. The real insight is that most beer marketing is still sticking to old tested beer codes. Most of the commercials we see are 15 second, easy to get, sophomoric humor. If you watch it once, you get it. I think the insight that our marketing team has executed against, is that Millenial upscale consumers are not interested in being spoofed, or in easy-to-get lowbrow humor. They want to discover messages.
via Beer Business Daily.
Millenial upscale customers are not interested in drinking the horse piss that is Heineken. Heineken drinkers = tools.