Heineken swaps AI companionship for real beer in cheeky OOH campaign

Heineken is directly challenging the buzz around AI friendships with a cheeky, high-impact Out-of-Home (OOH) campaign that reminds consumers where authentic connections truly happen: over a beer. 

Part of the brand’s ongoing “#SocialOffSocials” initiative, the campaign aims to inspire genuine human interaction in an increasingly digital world. Developed with LePub New York, Heineken used the rising conversation around AI friendship devices as a humorous and timely opportunity to reinforce its message: real life beats virtual life. 

The OOH placements feature a playful take on modern gadgets: a functional bottle opener necklace. Heineken cheekily bills this as its own form of “wearable tech” designed for social bonding. 

These striking OOH advertisements, rolled out across New York City, prominently display the campaign’s core message: 

“The best way to make a friend is over a beer.” 

Another execution drives home the brand’s heritage as a social enabler: 

By featuring a simple, physical tool for sharing a drink, the OOH ads serve as a visual and memorable counterpoint to complex, high-tech AI devices. 

The campaign’s timing was strategic, landing amidst a local cultural moment. It coincided with viral outrage in New York over a similar OOH ad blitz by tech startup Friend AI, which promoted a chatbot-enabled friendship pendant. This sparked public backlash and a tongue-in-cheek “Friend protest” among commuters, demonstrating widespread skepticism toward AI as a substitute for human interaction. 

Heineken effectively leveraged this cultural sentiment, transforming a trending topic into an opportunity to champion real, in-person socializing. 

This US OOH execution is a core part of Heineken’s wider global push for a digital detox, extending the #SocialOffSocials platform to encourage people to seek out rewarding, offline moments.