Heineken’s latest spot “Cheers to all”, smartly accomplishes several important things all at once. Firstly, it expands their audience, by telling women to drink their beer as a kind of “up yours” to the stereotype that women don’t drink beer. Vindictive beer always tastes the sweetest. Secondly, it leverages the purchasing power of advertising that challenges gender stereotypes; a 2019 study from the the Association of National Advertisers’ (ANA) #SeeHer initiative found that positive depiction of women in ads led to increased purchase intent and drove a sales lift. Heineken has strategically incorporated this insight into this spot. Lastly, while…