WHITE PLAINS, N.Y.,
July 17, 2014 /PRNewswire/ --
Heineken Light, the "Best Tasting Low Calorie Lager" winner at the
2013 World Beer Championships, announced today the launch of its
"Best Tasting Light" campaign featuring three-time Emmy award
winner and Tony award winner and host, Neil
Patrick Harris. Heineken will partner with Harris to
introduce consumers to the reformulated Heineken Light and
creatively bring the "Best Tasting Light Beer" award to life.
The reformulated Heineken Light recipe still contains just 99
calories but now features the addition of cascade hops, commonly
used in IPAs to create a fuller flavor, crisper aftertaste and a
clean finish. Industry research revealed that 40% of 21-27 years
olds prefer a fuller flavored light beer [Consumer Edge Insights'
Beverage DemandTracker]. To meet consumer demand, Heineken
leveraged its 150 years of brewing expertise to enhance the flavor
of Heineken Light.
The Heineken Light creative will feature a new TV commercial
starring Neil Patrick Harris and
will celebrate the "Best Tasting Light Beer" award, extending
online through a series of digital videos and behind the scenes
content that will be available at BestTastingLight.com. The
campaign is a product announcement for the Best Tasting Light Beer,
but with a twist: it tastes so good but certain alcohol regulations
in the USA don't allow spokespeople to drink it on camera.
Heineken and their agency partners at Wieden + Kennedy worked with
Neil Patrick Harris to embrace this
challenge and to find clever and humorous ways to bring the taste
experience to life on TV.
"Apparently there are rules about drinking beer in commercials,
so I'm drinking it over here. (Off-screen) Ahhh, tastes good," says
Neil Patrick Harris in one of the TV
commercials.
"We want everyone to try Heineken Light this summer and we think
Neil Patrick Harris is the perfect
guy to help tell the world that this is the best tasting low
calorie lager in a witty and humorous way," said Colin Westcott-Pitt, VP Marketing, HEINEKEN USA.
In addition to the reformulation of Heineken Light's brew,
Heineken redesigned the packaging. The Heineken Light STAR Bottle
has a taller, slimmer neck and curved embossment and now, just in
time for the summer, consumers can purchase Heineken Light in a
new, sleek 8.5 ounce Slim Can. It's ideal for refreshment
occasions such as outdoor parties, BBQs and rooftop pool parties.
The newly designed cans were introduced in July to appeal to
drinkers who have a high affinity and appreciation for quality
design and great tasting low calorie lager.
The launch will be supported through a mix of traditional and
paid media, digital, PR, and experiential marketing. The brand will
also carry out extensive sampling where legal with adults 21+.
To watch the "Best Tasting Light" campaign videos and interact
with Heineken Light, please go to BestTastingLight.com. Watch "The
Director" on the Heineken's YouTube Channel
(www.youtube.com/HeinekenUSA) and follow us on Twitter @Heineken_US
and Instagram @Heineken_US.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's
leading upscale beer importer, is a subsidiary of Heineken
International BV, the world's most international brewer. European
brands imported into the U.S. include Heineken, the world's most
international beer brand, Strongbow Hard Apple Ciders, Desperados,
Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports
the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca
and Bohemia brands from Mexico.
For the latest information on our company and brands, follow us on
Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com
Contact:
Tara Rush
Heineken USA
TRushTripp@heinekenusa.com
914-364-2167
Isabel Pena Alfaro
Edelman
Isabel.pena-alfaro@edelman.com
212-277-3736
Video - http://www.youtube.com/watch?v=PWY3kkGpDbs
Photo - http://photos.prnewswire.com/prnh/20140716/127815
Photo - http://photos.prnewswire.com/prnh/20140716/127816
Photo - http://photos.prnewswire.com/prnh/20140716/127817
Photo - http://photos.prnewswire.com/prnh/20140716/127818
SOURCE Heineken USA