Heineken’s pro-vaccination campaign triggers calls for brand boycott from anti-vaxxers

Beer brand Heineken has found itself the subject of sustained backlash on Twitter as it becomes an inadvertent lightning rod for anti-vaxxers.

The Dutch brewer precipitated the controversy after sticking its neck out to strike a staunchly pro-vaccination stance for its latest advertising campaign ‘The Night Belongs to the Vaccinated’, in which seniors are depicted partying like it’s 2019.

With this bold move, Heineken has become one of the first brands to openly position itself in the pro-vaccination camp, giving its brand a shot in the arm while risking the ire of vocal critics of the health program – who duly amassed on social media to vent their fury.

With #BoycottHeineken trending on Twitter, sparking alternating waves of anger or bemusement depending on your leanings, onlookers were quick to point out that Heineken is the owner of no less than 170 different beer brands, presenting a significant quandary for anyone ordering a round at the bar. As part of its #FreshBeginnings campaign instigated in Ireland last month where 3,500 pubs have now reopened, Heineken is keen to encourage people armed with their double dose to socialize freely once more.

This sparked complaints from some that it was not the place of a beer brand to promote public health.

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