Country for PR: United Kingdom
Contributor: PR Newswire Europe
Wednesday, June 01 2022 - 19:00
HEINEKEN(R) Confronts Growing Work Life Imbalance with New Global Campaign
WHITE PLAINS, N.Y., June 1, 2022 /PRNewswire-AsiaNet/ --

- New Work-Shuttering Tech Encourages Workers to Close Down at the End of the 
Work Day to Enjoy Time with Friends

With mounting societal pressure to be constantly busy, rapid adoption of new 
work technology and a global pandemic forcing a complete overhaul of where and 
when work gets done, workers have increased their average working day by 2.5 
hours, according to NordVPN Teams. When added up, all these extra hours are 
negatively impacting overall employee wellbeing, translating to less time spent 
with friends and family or pursuing personal hobbies.

HEINEKEN(R) is addressing this growing work life imbalance with The Closer, an 
outlandish high-tech bottle opener that immediately shuts all work applications 
when a bottle of Heineken is opened with it. Dramatized in a campaign film 
[] as the antidote to the increasing 
demands of our always-on work culture, The Closer bottle opener itself is a 
satirical symbol for the power every worker has to close down at the end of the 

"As a brand, we have always stood for creating moments of shared connections 
with others," said Bram Westenbrink, Global Head Heineken(R) Brand at HEINEKEN. 
"With the once-rigid boundaries between work and personal time rapidly 
deteriorating following the COVID-19 pandemic, we want to spark a much-needed 
conversation about the importance of resisting the societal pressures to be in 
a constant state of busy work and encourage workers around the world to 
reprioritize social and leisure time with the people who matter most."

The Closer bottle opener will be announced at an exclusive launch event 
reminiscent of iconic tech announcements. A keynote address by Billy Eichner 
will unveil the only gadget that can help solve a core problem caused by other 
remote-work enabling technologies. By overemphasizing the necessity of such a 
high-tech marvel, Eicnher will remind us all that everyone already has 
everything they need to close down right at their fingertips.

Workers in the United States will be able to enter for their chance to win a 
Closer bottle opener on June 8, 2022 at But fans will 
have to act quickly, as the promotion will only be open from 10 am - 11:59 pm 
ET. More devices will be made available in additional markets in the coming 

Once all the Closer bottle openers are claimed, HEINEKEN(R) will encourage 
workers in the United States to block their calendars at the end of the day 
with a Calendar Closer to prevent coworkers from scheduling meetings after 
working hours. Workers who are first to use the Calendar Closer at will be rewarded with beer money to enjoy social time 
with their friends.

"As people continue to feel like they have to work all the time, they're 
forgetting that disconnecting is even an option," said Bruno Bertelli, Global 
Chief Creative Officer of Publicis Worldwide, the lead agency that created the 
campaign. "That's why we created The Closer. It's not just technology; it's a 
social provocation to help people see that the pressure to work all the time is 
getting a little ridiculous and we all have the power to log off and go hang 
out with our friends again."

As a business with over 80,000 employees around the world, HEINEKEN(R) has not 
been immune to the increased demands placed on its vast workforce. An employee 
wellbeing program was established in 2021 to identify causes of work life 
imbalance around the world, with a dedicated team responsible for identifying 
and sharing best practices to address them. This year and beyond, the team 
plans to host over 1,000 workshops in 80+ countries to find new ways of working 
to better support the professional, emotional, social and physical wellbeing of 
all employees. This campaign was created to spark conversation, and for 
HEINEKEN(R), it starts by empowering its own employees.

"While work life imbalance is an issue felt around the world, it can't be 
solved with just one policy change," said Yolanda Talamo, Global Head of Human 
Resources at HEINEKEN. "This high-tech bottle opener is a symbol that acts as a 
catalyst for change, but the work is ahead of us. We are asking all of our 
employees to help us identify practical solutions that take into account the 
cultural nuances in each of the countries we operate in so everyone can enjoy 
more balance between their work and personal time."

This is the first campaign from HEINEKEN(R) that launches "For a Fresher 
World," a new creative expression that aims to refresh the world by showing 
life tastes better with an open mind. With this new approach, campaigns will 
strive to challenge the obvious, reconsider stereotypes and oppose tired 
cliches. With this first effort, HEINEKEN(R) is inspiring people around the 
world to stop overworking and open their minds to what can happen after the 
work stops.

To learn more about the The Closer global campaign, visit
See credits list from the campaign film – Here 


HEINEKEN is the world's most international brewer. It is the leading developer 
and marketer of premium beer and cider brands. Led by the Heineken(R) brand, 
the Group has a portfolio of more than 300 international, regional, local and 
specialty beers and ciders. We are committed to innovation, long-term brand 
investment, disciplined sales execution, and focused cost management. Through 
"Brewing a Better World," sustainability is embedded in the business.

HEINEKEN has a well-balanced geographic footprint with leadership positions in 
both developed and developing markets. We employ over 85,000 employees and 
operate breweries, malteries, cider plants and other production facilities in 
more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on 
the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on 
Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS 
and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt 
(ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. 

Most recent information is available on HEINEKEN's website: and follow us on Twitter via @HEINEKENCorp 

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