Here is another great example of effective marketing. Many companies are trying to align themselves with social movements but have been unsuccessful at their attempts (ahem … the Pepsi commercial with Kendall Jenner that caused such an uproar). A stumbling block for businesses is that their message is not considered authentic nor does it resonate with the intended audience. There have already been numerous critiques of the Pepsi ad – and that is not the point of this post. We want to emphasize how to effectively communicate with audiences in meaningful ways. Here is a great example by Heineken. Notice, that they do not highlight their product until the end of the video.