Vid: Heineken Pulls "Lighter Is Better" Ad After Racist Criticism

Heineken has pulled an ad with the tagline "Sometimes lighter is better" over criticisms of racism surfaced. 

The ad, pulled Monday, features a bartender sliding a bottle of Heineken Light to a woman. The bottle travels past several black people before arriving at the paler skinned woman.

The clip came under fire on social media. Hip-hop star Chance The Rapper called it "terribly racist" on Twitter on Sunday evening and other users agreed with him.

"What idiots do they have approving this ad? Fire that person," tweeted Helen Ehrenhofer, who identifies herself as a former communications manager.

Heineken responded late Monday by pulling the ad from TV and the internet.

"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.

The backlash against the ad follows high-profile missteps by other brands over the representation of minorities.

Heineken had previously navigated sensitive issues more successfully.

In the aftermath of the Pepsi ad controversy last year, the beer brand was praised for an ad entitled "Worlds Apart" that addressed gay rights, climate change and feminism.

Sponsored Content

Sponsored Content