How do you tell Gen-Z our beer is smooth—without actually saying it's smooth?

With beer sales slipping among younger drinkers, we launched our smoothest beer yet: Heineken® Silver. But how do we win over an audience that skips ads and scrolls past brands? We stopped talking like a beer brand and turned into something they already care about: skincare. Launching on the 1st of April, what looked like a joke was too good not to be true.