Heineken has launched the 'Social Off Socials' campaign aimed at addressing excessive smartphone use, which they believe hinders social life. A study revealed a significant portion of adults feel overwhelmed by social media and yearn for the pre-smartphone era. The campaign features a humorous ad depicting a world where everyone is offline and having fun at bars. With celebrity appearances and a dual strategy of promoting social media, Heineken seeks to engage consumers in meaningful interactions, reinforcing their commitment to social connection amid rampant phone use.
"Championing social life is at the core of what we do... addressing the barriers to social life, the enemies of social life, is at the core of this campaign."
"With consumers spending 88 days per year scrolling on their phones, the Dutch brewer this week is kicking off a 'Social Off Socials' marketing blitz..."
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