Cultural Biases Come Out Even When Speaking the Same Language

In 2018, Heineken released an ad that sparked controversy and accusations of racism, according to the New York Times article on the subject. The ad depicted a bartender sliding a bottle of Heineken Light past several people of color before it reached a lighter-skinned woman with the tagline, “Sometimes, lighter is better.” The ad appeared in the United States, but also in New Zealand and Australia—two other primarily English-speaking countries. This advertising blunder highlights the importance of cultural awareness even in places that speak the same language.

Heineken failed to recognize that the tagline “sometimes, lighter is better” could be interpreted as promoting colorism, a prevalent issue in many cultures around the world. The slogan, paired with the fact that the light beer passed by three different black individuals, before arriving at its destination (in the hand of a white woman), solidified the global public opinion of this ad as racist. Chance the Rapper went so far as to tweet “I think some companies are purposely putting out noticeably racist ads so they can get more views.”

Photo by Smit Patel

Cultural sensitivities must be taken into account when creating any marketing campaign. Furthermore, as companies expand their reach into different countries and cultures, they must be aware of how their messaging may be perceived by those audiences. This is true even in cases where the ad is running in other English-speaking countries; this faced international backlash and negative publicity due to the insensitivity of their advertisement.

International marketing communication requires a deep understanding of cultural nuances, language, and societal norms. Brands must consider these factors when creating and promoting their messaging in different markets. Failure to do so can lead to negative consequences, as seen in the case of Heineken’s ad.

Businesses that prioritize diversity in their teams can avoid making the same mistakes as Heineken and create more inclusive and culturally aware marketing campaigns. When there’s a lack of diversity in the decision-making positions of an organization, it can lead to a narrow perspective and unconscious biases. Cases like this ad—which was widely criticized for its racial undertones and cultural insensitivity—could largely be avoided with leadership diversity.

In conclusion, Heineken’s racist ad serves as a stark reminder of the importance of cultural awareness in international market communications. Businesses must take the time to understand the cultural context of the markets they are trying to enter and prioritize diversity in their teams to avoid damaging consequences.