Heineken's "Open Bottle of Beer" Campaign Receives Widespread Acclaim for Timely AI Commentary

Heineken's recent "Open Bottle of Beer" advertising campaign has garnered significant praise, with one observer, Derya Unutmaz, MD, remarking that it was "better than 99% of all ads I’ve seen!" The campaign, which playfully responded to the emerging trend of AI companionship wearables, was noted for its rapid execution and presumably low production costs, estimated by Unutmaz to be "probably less than a case of Heineken."

Launched in November 2025 by Le Pub New York, the campaign strategically capitalized on a viral public backlash against a $1 million subway advertisement blitz by "Friend," an AI wearable company. Heineken's ad, prominently displayed in New York City, featured a bottle opener necklace resembling Friend's pendant, accompanied by the tagline, "The best way to make a friend is over a beer." This swift response reinforced Heineken's long-standing "Social Off Socials" initiative, advocating for genuine human connection over digital interaction.

Guilherme de Marchi Retz, Marketing Vice President for Heineken USA, confirmed the campaign's success, stating that it received "overwhelmingly positive" reactions and social media engagement rates "well above average for similar topical activities." The ad was conceived, shot, and fully edited in under one week, demonstrating an agile marketing approach that allowed the brand to inject humor and relevance into a timely cultural conversation. This quick turnaround likely contributed to the perceived low production cost highlighted in the tweet.

While Heineken uses AI internally for operational efficiencies, such as logistics, sales forecasting, and optimizing promotional spending, the "Open Bottle of Beer" campaign underscored its commitment to real-world interactions. The brand's broader "Social Off Socials" platform, born from research indicating that 52% of adults feel overwhelmed by social media pressure, aims to encourage face-to-face socializing. This campaign served as a witty extension of that message, positioning Heineken as a facilitator of authentic human moments.

The campaign's success highlights the effectiveness of responsive, culturally resonant advertising, particularly when executed with speed and wit. By contrasting the artificiality of AI companionship with the simplicity of sharing a beer, Heineken reinforced its brand identity while generating significant positive buzz and demonstrating a keen understanding of current societal dialogues.