Heineken Marketing Alcohol to Minors in Brazil
In the Heineken Annual Report for 2021, the company reports “exceptional growth” of the beer brand Amstel, due to “high impact media sponsorship of Big Brother Brasil”. The TV show is very popular in the country, reaching an average of 30 million views.
As one of the major advertiser on the show, Heineken pays around USD 13 million, making them “entitled to participate in full coverage in multishow, calls and vignettes.
They may also participate in the reunion edition, an extra day for the brothers to meet after the end of the program.
Big Brother Brasil is broadcasted after 10 PM, limiting the number of minors in the audience. But there are other ways for the show to create a huge following also among children and youth. The TV show has around 4.3 million followers on TikTok – a social media platform where around 25% of users are between 10 to 19 years old. Other data indicate that as many as a third of TikTok users may be 14 or under.
Apart from advertising, Heineken also promotes the Amstel Brand through social media marketing and online campaigns. In a campaign website connected to Big Brother Brasil advertising, Heineken offers “Buy one box of Amstel 600 ml and get one for free”.