Metaverse

Heineken Just Punked People With the First Beer Made for the Metaverse

The campaign pokes fun at brands' obsession with entering the virtual world

Heineken Silver Dancers — Heineken's virtual brewery entertained guests with a DJ, dancers and pixelated caviar.Publicis Italy, Le Pub, Dentsu RedStar, Isobar Global, Heineken

By Brittaney Kiefer

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Welcome to marketing in 2022, when brands are rushing to enter the metaverse and launch products and experiences that don’t exist in the real world.

Heineken is the latest advertiser to jump on the metaverse bandwagon. Today it launched its first metaverse beer, Heineken Silver, a virtual beverage that you can’t taste.

Heineken Silver is available exclusively through the immersive digital platform Decentraland and “brewed with Binary Coded Hops grown by NPC (non-player character) farmers,” according to the brand.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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