At the beginning of summer 2021, social life was in danger – more than 80% of those vaccinated were over 55. That’s because a very outspoken antivaxxer minority of 10% managed to influence 40% of gen z and millennials to delay the shot.

In an effort to swing the undecided and at the risk of harming sales and perception, Heineken took a global pro-vaccination stand and gave the antivaxxers something they couldn’t ignore. But this time, they spread a pro-vaccination message: seniors and senior influencers invited the young to take the vaccine and make the most of their summer nights.