Another corporation has come under fire over an advertisement accused of sending a tone-deaf message regarding race. Heineken’s latest marketing campaign to promote its light beer caused a stir on social media with critics accusing a commercial of being racist, with Chance the Rapper echoing the same.
Heineken pulled the ad for its “Sometimes, Lighter is Better” campaign on Monday after it was criticized on social media. The commercial depicts a bartender sliding a glass of Heineken Light beer to a fair-skinned woman while it passes multiple black people. Although it was seemingly intended to showcase how the low-calorie beer is a better alternative to other higher-calorie beers, the end result fell flat.
Continued criticism of the commercial followed after Chance the Rapper tweeted about it last Sunday. “I think some companies are purposely putting out noticeably racist ads so they can get more views,” he said. “The ‘sometimes lighter is better’ Heineken commercial is terribly racist.”
“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,” said Heineken USA spokesman Bjorn Trowery on Monday.
The “Sometimes, Lighter is Better” commercials appeared in several markets including the U.S., Australia and New Zealand reported the New York Times. Heineken pulled both its televised and digital campaigns.