Description
HeinekenⓇ is shaking up the dating app scene—not for romance, but to help young adults discover new bars and “match” with a more rewarding social life. The global beer brand has launched *Bar Dating* apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual.’ No longer just a way to connect with new people, consumers will be able to use the apps to “swipe right” on their next (bar) date.
Each bar has a dating profile so consumers can find a match that is just their type. Whether that’s a bar with stacks of personality, one with more laid-back vibes, one with a good sense of humour, passionate about live music, or one that simply serves their go-to beer with a side of good conversation.
HeinekenⓇ—which has always strived to foster quality socialising moments—hopes that the launch of the new apps will help younger consumers break free from the sameness, expand their social bubbles, and build more real-life connections. It has also been designed to support the bar industry—encouraging more customers through doors. As part of the campaign, HeinekenⓇ has worked with bars to give their dating profiles a glow-up ahead of the launch of the app to help attract new customers.
The launch comes hot on the heels of new global research revealing that 67% of young adults (Gen Z and Millennials) worldwide admit they tend to play it safe and go back to the same bar time and time again when socialising with friends.
Despite having the strongest desire to discover new places, have new experiences, and meet new people, the reality is Gen Z and Millennials tend to stick to their comfort zone. 21% are worried about going somewhere they wouldn’t like, 18% say it is too hard to please all their friends, and 15% say they are overwhelmed by choice.
The research found that this was having a knock-on effect on how young people felt about their social lives. More than half (59%) admitted they didn’t think it was as rewarding as it could be, with a third (34%) wishing their social life involved more new experiences and a quarter (23%) of Gen Z saying it lacked a certain ‘spark.’
Nabil Nasser, Global Head of HeinekenⓇ, says, “When we were studying this research, it came as a surprise that although younger consumers have a desire to be adventurous and try new things, the reality is they are often stuck in the same routine, which leads to many feeling that their social lives are becoming stale. We want to encourage young people to step out of their comfort zones and visit new bars to help build more real-life connections. Speaking to a generation of digital natives, drawing inspiration from the world of dating apps seemed like a natural place to start. Of course, this doesn’t mean you need to break up with your local, simply play the field a little for a more rewarding social life.”
Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide, says: “*Bar Dating* combines the spontaneity of dating apps with the excitement of exploring new bars, offering a fresh way to revitalise social connections. It’s about breaking the routine, discovering unique spots, and turning every night out into an adventure that sparks new bonds and energises social interactions.”
Gone are the days of meet-cutes and blind dates organised by friends. The research shows that the first place Gen Z and Millennials turn when they want to spice up their love lives is apps. HeinekenⓇ found that two-thirds (64%) would like a way to find new bars the same way they swipe through dating apps. And with a similar number (63%) saying they’d be happy to consider an open relationship with their local, it’s clear monogamy will not be an issue.
Half (47%) don't think social experiences should be limited to one place and the same people, and two in five (37%) believe discovering new places could keep their social life fresh, stimulating, and exciting.
*Bar Dating* is just one of a number of campaigns launching across 2025 designed to back the bars and support socialisation across the world—and follows the success of Heineken’sⓇ *Pub Succession* campaign in March 2025.
This professional campaign titled 'Bar Dating' was published in Multinational Worldwide in April, 2025. It was created for the brand: Heineken, by ad agency: LePub. This Film medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted about 1 month ago.
Credits
Heineken Global
Head of Global Heineken® and Premium Brands: Nabil Nasser
Heineken® Global Brand Strategy and Communication Director: Daniela Iebba
Heineken® Global Communication Manager: Guilherme de Marchi Retz
Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Communication Manager: Alessandra Cavarra
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Brand Global PR Lead: Joey Brophy
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Global Digital Manager: Laurens Griep
Heineken® Global Digital Manager: Bob van Iersel
Heineken® Global D&T Project Manager: Paul Suurmeijer
Heineken Brazil
Heineken® Brazil Marketing Vice President: Cecília Bottai
Heineken® Brazil Sr. Marketing Director: Eduardo Picarelli
Heineken® Brazil Sr. Marketing Manager: Elbert Beekman
Heineken® Brazil Marketing Manager: Fernanda Leitão
Heineken® Brazil Growth Manager: Estela de Olivera Marcondes
Heineken® Brazil Head of Brand PR, Communities & Influence: Adriana Teixeira
Heineken® Brazil Brand PR: Camille Nunes, Pedro dos Reis Duarte
Heineken® Brazil Brand Experience and Sponsorship Director: Guilherme Bailão
Heineken® Brazil Brand Experience and Sponsorship Manager: Rafael Golfe
Heineken® Brazil Brand Experience and Sponsorship Team: Thais Gonçalves, Alan da Silva Nascimento, Paul Robert Alampi
Heineken Italy
Heineken® Italy Marketing Director: Michela Filippi
Heineken® Italy Marketing Manager: Myrsini Tsoukaki
Heineken® Italy Sr. Brand Manager: Alice Divišová
Heineken® Italy Brand Manager: Elena Bellini, Virginia Campitiello
Heineken® Italy Jr. Brand Manager: Davide Pavoni
Heineken® Italy External Communication Manager: Ilaria Zaminga
Heineken® Italy Jr. Communication Specialist: Sofia Devecchi
Heineken® Italy Media & Integrated Communication Manager: Luca Rimoldi
Heineken® Italy Digital & Media Manager: Veronica Bianco
COMMS CAMPAIGN
LePub Milan
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Co-Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira
Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Head of Art: Andrea Ferlauto
Associate Creative Director: Giulia Trimarchi
Associate Creative Director: Gian Marco Panichelli
Associate Creative Director Digital Art & Design: Valentino Borghesi
Associate Creative Director: Geo Joseph
Senior Designer: Fabio Iacomino
Junior Designer: Peter Sjo
Art Director: Emanuela Gein Lombardi
Copywriter: Natasha Anatra
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: James Moore
Senior Strategic Planner: Alex Moore
Strategic Planner: Davide Brock
Experience Strategist: Filippo Riccardi
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni
Group Account Director: Luigi Palma
Account Executive: Candida Franchi
Chief Production Officer: Francesca Zazzera
Head of TV Production: Anna Sica
Producer: Giada Sidoti
Art Buyer: Caterina Collesano, Giorgia Bellondi
Production & Print Manager: Daniela Inglieri, Tina Paolella
LePub São Paulo
Co-President and CCO: Felipe Cury
Co-President and CSO: Aldo Pini
Executive Creative Director: Greg Kickow, Rafael Alves
Creative Director: Yan Prado, Leandro Vilas Boas, Leone Damiao
Associate Creative Director: Leandro Valente, Raphael Valenti
Copywriter: Maria Eduarda Galvão
Art Director: Kaynã Michelin
Creative Production Director: Caio Rodrigues
Creative Production Manager: Beatriz Takahashi
Senior Creative Producer: Fernanda Ceratti, Yuri Westermann
Operations & Business Executive Director: Aline Garcia
Account Director: Gabriela Ferrante, Juliana Dantas, Larissa Neves
Account Manager: Lucas Araque, Marina Roge
Content Director: Dayana Teixeira
Content Manager: Thais Vargas
Content Supervisor: Karina Silva
Community Manager: Gabriele Prieto
Executive Strategy Director: Mariana Corradi
Strategy Director: Marília Duran
Strategy Manager: Mansur Atique, Estela de Luca
Media Director: Priscilla Leite
Media Manager: Jussara Bezerra
Chief Communication Officer: Paula Ganem
Communication Manager: Mafê Malozzi
Photographer, Editor, and Colorist: Thiago Britto
Executive Producer: Ana Carolina Toledo
APP/WEBAPP DEVELOPMENT
LePub Milan
Copywriter: Zelda Ridgway
Motion Designer: Dario Lipani
3D Artist: Francesco Boccadoro
Digital Producer & Project Manager: Kejsi Haxhi
LePub Amsterdam
Head of LeGarage Amsterdam: Francois Rousseau
Digital Production Lead: Keefe Cordeiro
User Experience Designer: Greta Bosisio
Digital Creative: Alejandro Gutierrez
Copywriter: Nikolay Malchev
Digital Creative: Daniel Vazquez Seoane
VIDEO PRODUCTION
Director: Jake Dypka
Production Company: Wanda Production
Executive Producer: Anthony Bargis
Line Producer: Yannick Lebot
EP (Local): Aurimas Pukevi
Head of Production (Local): Ramojus Petrauskas
Line Producer (Local): Vytautas Jakutis
Production Manager (Local): Ema Cielyt
DOP: Nicholas Morris
1st AD: Jacques Eberhard
Production Designer: Lucie Libotte
Liquid Stylist: Schaschky
Costume Designer: Liate Cohen
VIDEO POST PRODUCTION
Editor Dir Cut: Jack Singer @ Stitch
Editor Offline Main Film: Stuart Greenwald
Editor Offline Digital Film: Tommaso Bianchi, Andrea Besana
Post Production: Prodigious
Head of Post Production: Alfredo Beretta
Post Production Producer: Camilla Colabona
Editor Online: Luca Fornaciari
Colour Grading: Company 3
Colourist: Matthieu Toullet
Colour Producer: Kerri Aungle
Post Audio: Disc To Disc Productions Milano
Sound Design & Mix: Antonio D'Ambrosio
Audio Producer: Paola Calovi
MUSIC
Music Company: Sizzer
Consultancy & Supervision: Richard Aardenburg, Veronika Muravskaia
Song: “I Want to Know What Love Is”
Artist: Foreigner
Writer: Mick Jones
Label: Atlantic Records
Publisher: © Somerset Songs Publishing (GMR) All rights administered by Warner Chappell Music Holland B.V.
