Heineken Sends Social Message

Heineken has unveiled a new promotional campaign starring the National Basketball Association’s Josh Hart of the New York Knicks which encourages Heineken consumers to remove their social life from social media formats.

Heineken initiated their “Social Off Socials” research study last month and found that 94% of Americans are currently part of group chats with their friends and family but only 29% say they meet up with their group chat in-person at most once a month.

Heineken’s Social Off Socials study was conducted in early October 2025 and included 1,000 American smartphone users between the ages of 25-45 who were currently active in at least one group chat.

Heineken engaged with Hart to create the “Group Chat Bar” – a one-night bar experience in New York City.

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