After our walking tour, we visited the Heineken Experience Museum. It was across the street from our hotel...very convenient! The museum gave a history of the Heineken brand and how it's been improved over the years as well as, most importantly, plenty of tasting opportunities!
Above are examples of ads and how the "label" has changed over the years. Below, we were able to make ads of our own.
I wouldn't say it was a ploy to have free workers (or rather have people actually pay entrance fees to work), but the beer or bier reward was well worth it. Heineken in the states can't compare to the way it tastes in Amsterdam. It was a bit more full flavored and hoppier (?) beer.