Heineken pokes fun at AI friendship in new LePub campaign

Heineken has launched a playful campaign by LePub New York that taps into the growing discussion around AI companionship. The work humorously contrasts artificial friendship with the beer brand’s core belief that real friends are made over real beers.

The campaign introduces a tongue-in-cheek piece of “wearable tech” — a functional bottle opener necklace — as Heineken’s answer to digital companionship devices. The line “The best way to make a friend is over a beer” features across high-impact out-of-home placements in New York City and on social media, reinforcing Heineken’s message of authentic human connection.

A playful take on digital culture

As AI friendship devices spark debate in New York and beyond, Heineken saw an opportunity to join the cultural conversation with humour. The campaign rollout includes social content on @heineken_us inviting users to “Tag a (real) friend you want to have a beer with” using the hashtag #SocialOffSocials, alongside outdoor ads that read “Heineken: Social networking since 1873.”

Jim Curtis, chief creative officer, LePub: “Heineken believes the best way to make a friend is still over a real beer with a real person. And it’s clear many New Yorkers agree. Which is why we’ve developed this state-of-the-art innovation proven to effectively open beer bottles almost instantly. Hopefully, it inspires more people to get together in real life, which is exactly what Heineken has been helping people do since 1873.”

Real connection over artificial companionship

The campaign aligns with Heineken’s ongoing global positioning around social connection and shared experiences. By playfully responding to the rise of AI-driven social tools, the brand reinforces its role as a catalyst for real-world interaction — reminding drinkers that friendship is best enjoyed in person, beer in hand.

www.theheinekencompany.com

www.le.pub

Follow Marketing Report on LinkedIn