What do 160-year-old Dutch beer company Heineken and San Francisco-based tech startup Friend have in common? Both men are embroiled in a heated debate about artificial intelligence companionship — using tongue-in-cheek ads across New York City to make their points.
In August, Friend launched a $1 million subway campaign to promote its wearable AI necklace as a reliable “friend.” The backlash came fast and furious. New Yorkers responded with graffiti, accusing the company of “profiting from loneliness” and encouraging “surveillance capitalism.”
It turns out Heineken also had something to say about the event. “The best way to make friends is to drink beer,” reads a new ad from the brewer, which shows a beer bottle opener necklace that bears a striking resemblance to Friend’s $129 plastic pendant.
Guilherme de Marchi Retz, vice president of marketing for Heineken USA, said brewers reacted within days of seeing Friend’s poster. “As the conversation began around AI companionship, we saw an opportunity to engage with the topic interestingly,” he told the Observer via email.
De Marchi Retz said the Heineken ad, currently showing in New York City’s Bryant Park, has received an “overwhelmingly positive” response so far, adding that the campaign’s social media engagement rates are “well above average for similar themed campaigns”.
Avi Schiffmann, the 22-year-old founder and CEO of Friend, looked more amused than offended. “It seems cool to see such a legacy brand commenting on a startup, let alone an AI wearable,” he told the Observer. “Never seen that before.”
Heineken itself is not necessarily opposed to artificial intelligence. In fact, the company has been steadily integrating the technology in recent years in an effort to facilitate internal workflows from logistics and sales forecasting to promotional spending.
However, when technology begins to erode human connections, it draws the line. Heineken’s latest campaign further reinforces its wider mission to promote real-world interactions and remove reliance on digital – something it has been working towards since the launch of its ‘Social Off Socials’ initiative earlier this year. This effort is supported by research showing that 52% of adults feel overwhelmed by the pressure to keep up with social media.
To further drive home the message, Heineken has launched interesting technology experiments, including a prototype phone case that flips the device over every time someone says “Cheers.” Last year, it also partnered with streetwear brand Bodega to launch a minimalist smartphone that focused only on basic functions like calling, no apps, and no camera.
“Research shows that people are less socially active than a decade ago, with younger generations feeling that social activity has been depleted by digital engagement,” said De Marchi Retz. “This moment allows us to bring this message to life in a fresh, relevant way and reinforces Heineken’s mission to freshen up social life online and offline.”
