Dutch beer maker Heineken has been forced to remove an ad featuring a cover of the Dead Kennedys' "Too Drunk to Fuck" after complaints that the advert promoted binge drinking. The song, which popped up in an easy-listening format, courtesy of French outfit Nouvelle Vague, was removed from a Kronenbourg 1664 campaign teased on European streaming service Spotify.
Oddly, the promotion featured banner ads that directed you to a Kronenbourg-approved playlist called "Slow the Pace," which encouraged "relaxed consumption" of alcohol. Ideally, the slower pacing of the cover should have you taking slower sips.
As the Guardian reports, marketing watchdog the Portman Group, who received the complaints, said that while Heineken had not "set out to promote irresponsible drinking," the "track name and lyrics referenced drinking to excess, thereby associating the brand with immoderate consumption."
To avoid any more hot water, the company had to remove any ties to the punky classic. You can check out the original below, but, Jesus, don't take the song's lyrics to heart.
"This demonstrates just how careful companies have to be when marketing alcohol," said David Poley, chief executive of the Portman Group. "We were pleased that the company took immediate action to remove the track from the playlist as soon as the complaint was brought to its attention. Heineken has also introduced more rigorous approval procedures as a result."
Oddly, the promotion featured banner ads that directed you to a Kronenbourg-approved playlist called "Slow the Pace," which encouraged "relaxed consumption" of alcohol. Ideally, the slower pacing of the cover should have you taking slower sips.
As the Guardian reports, marketing watchdog the Portman Group, who received the complaints, said that while Heineken had not "set out to promote irresponsible drinking," the "track name and lyrics referenced drinking to excess, thereby associating the brand with immoderate consumption."
To avoid any more hot water, the company had to remove any ties to the punky classic. You can check out the original below, but, Jesus, don't take the song's lyrics to heart.
"This demonstrates just how careful companies have to be when marketing alcohol," said David Poley, chief executive of the Portman Group. "We were pleased that the company took immediate action to remove the track from the playlist as soon as the complaint was brought to its attention. Heineken has also introduced more rigorous approval procedures as a result."
