Heineken Continues Its Social off Socials Strategy

Marketing & Digital Innovation

Heineken continues to roll out its Social off Socials platform, which promotes real human and social interactions over the loneliness of digital life.

Recently, the brand launched a new campaign in Brazil in which an automated bot replaces long and tiresome WhatsApp voice messages with a sticker saying, “This could have been a Heineken,” along with a digital voucher for a free beer at nearby pubs based on the user’s location.

Prior research by the brand found that millions of long voice notes are sent on WhatsApp every day instead of people communicating directly. About 49 percent of young Brazilians said they waste hours on WhatsApp each day instead of meeting friends face to face.

Marketing Dive, December 18, 2025 | Read more | Read more