Heineken is still worried about Snapchat’s age-gating policies
Snapchat has made moves to address the age-gating concerns of alcohol advertisers over the last year, and it’s gotten Budweiser and Moët to buy into the mobile-messaging app’s promise of better targeting.
Heineken, however, still isn’t convinced its Snapchat ads won’t inadvertently target kids — so to promote its non-alcoholic beer, it went to YouTube and Facebook.
Snapchat uses a mix of age-gating and behavioral and interest-based data to prevent users from seeing ads they shouldn’t on the app. But it’s not enough to get Snapchat on Heineken’s media plan for a £6 million ($7.7 million) campaign in the U.K. for its alcohol-free beer. Heineken has done small tests with geofilters at events in some markets but worries that a larger campaign to promote its beers could unintentionally reach Snapchat’s underage users.
“We’re very much focused on Facebook and YouTube [for the campaign] because Snapchat is a platform that there have been some well-documented issues in that [alcohol] segment,” said Nic Casby, Heineken’s brand director in the U.K.