Heineken is once again putting the spotlight on the value of in-real-life (IRL) conversations, this time through a tongue-in-cheek activation called “Could Have Been a Heineken.”
The concept is a clear nod to the familiar workplace meme “could have been an email” – except Heineken’s twist is aimed at the increasingly long-winded, time-draining conversations happening through voice notes instead of face-to-face meet-ups.
In short: if you’ve got time to send a rambling voice message, you might have had time for a proper catch-up.
The Voice Note Era, by the Numbers
The campaign is backed by research that paints a pretty striking picture of how voice notes have become a default communication style.
Heineken points to Statista research suggesting that people send more than 9 billion WhatsApp voice messages every day, representing a 7% increase in frequency compared to 2024.
It also notes that voice notes themselves are getting longer, with their length rising by 8% over the same period. The message from Heineken is simple: our conversations aren’t disappearing – they’re just being squeezed into audio snippets that pile up across the day.
“We don’t have time”… But Do We?
Heineken-commissioned research, based on a poll of more than 14,000 people, adds a more personal dimension to the numbers.
The findings suggest the average person spends almost 150 hours a year sending and receiving voice notes – a statistic that’s designed to land like a raised eyebrow.
More than half of respondents said they feel voice notes are actively replacing in-person interactions, while 49% admitted they’ve spent entire evenings sending voice notes to friends rather than meeting up.
And yet, when asked what actually feels best, 54% said their most fulfilling conversations happen face-to-face – the kind of result that practically writes Heineken’s strategy for it.
The Campaign Film: Chores, Rambling Audio, and a Familiar Excuse
A video tied to the campaign leans into humour by showing people leaving and listening to voice messages that drag on and don’t really go anywhere.
As they listen, they’re also doing everyday tasks and chores – fitting voice notes into the cracks of life rather than making time to properly connect. On-screen text then lands the punchline: “But then we ‘don’t have time for a beer,’” before the film cuts off a series of voice notes with the campaign message: “Could Have Been a Heineken.”
It’s a light jab, but the point is pointed – modern communication can feel constant, yet strangely unsatisfying.
Why Brazil Was the Perfect Test Market
The work was ideated by LePub Milan and São Paulo, and its debut in Brazil was not accidental.
Heineken’s release details position Brazil as the ideal pilot market, backed by data indicating Brazilians send four times as many voice notes than people in any other country.
To bring the idea to life locally, the campaign is supported by out-of-home (OOH) and social activations intended to root the concept in Brazilian culture, rather than making it feel like a global message dropped onto a local audience.
A Campaign Built to Travel
While Brazil is the starting point, Heineken expects the activation to expand to other markets in the coming months.
The structure of the idea makes it easy to translate: most countries now have their own version of voice-note culture, where a quick message becomes a five-minute monologue – and the social calendar slowly gets replaced by “catch-ups” that never leave the phone.
Part of a Bigger “Get Offline” Brand Strategy
“Could Have Been a Heineken” fits neatly into Heineken’s wider strategy of nudging consumers away from digital habits and back towards real-world moments. Earlier this year, the brand launched “Social off Socials,” a global campaign that imagined a world where nobody was scrolling because they were too busy connecting in real life.
That push even included creating an in-person meet-up inspired by New York Knicks player Josh Hart’s “Cold Water” group chat, turning online connection into an actual shared moment.
Tech Innovations That Support the Same Idea
Interestingly, Heineken hasn’t only delivered this message through storytelling – it’s also explored tech-led interventions that encourage people to be present.
Previous efforts have included an AI-powered phone case that automatically flipped a user’s phone face-down (hiding distracting alerts) when it heard the word “cheers,” along with an app designed to make smartphones feel “boring” during in-person social gatherings.
The consistent theme is clear: the brand isn’t just telling people to log off – it’s trying to make logging off easier, or at least more tempting.
Conclusion: A Reminder That the Best Conversations Still Happen in Person
With “Could Have Been a Heineken,” the brand has packaged a modern behavioural truth into a simple, cheeky message: we’re spending huge amounts of time talking – but often in ways that don’t quite deliver the satisfaction of a real meet-up.
By pointing to the explosion of voice notes, highlighting the hours people lose to them, and contrasting that with how fulfilling face-to-face conversations still feel, Heineken is doubling down on its bigger mission to champion real-world connection.
The campaign’s tone may be playful, but its aim is serious in the most human way possible: fewer endless voice notes, more proper moments – ideally with a beer in hand.
