Heineken Light Celebrates 'Occasionally Perfect' Experiences

Published in CSP Daily News

And "Amstel Light District" hits U.S. shores

WHITE PLAINS, N.Y. -- Heineken USA has premiered new TV advertising for the Heineken Light brand, kicking off a summer marketing effort and debuting a new campaign under the "Be a Man of the World" platform. The film can also be viewed on Heineken's YouTube Channel and Facebook page.

The campaign celebrates consumers and their "occasionally perfect" experiences--while every occasion is not right for Heineken Light, the beer is a perfect fit for those situations that call for something a little more unique, special and upscale, it says.

The integrated campaign, [image-nocss] created by Wieden+Kennedy New York, was developed in alignment with the global Heineken Lager "Legends" ad series created by the agency's Amsterdam office.

"Our consumers formed an immediate and deep connection with the "Man of the World" figures featured in the Heineken Lager films 'The Entrance' and 'The Date'," said Lesya Lysyj, Chief Marketing Officer of Heineken USA. "We worked closely with Wieden+Kennedy New York to ensure the Heineken Light ads inspired similar feelings of confidence and progressiveness while developing the creative to resonate with our uniquely American audience."

The first spot in the series, "Snakeskin Jacket," follows the Man of the World character as he encounters everyday situations where his fabulous snakeskin jacket may not be the most appropriate and goes completely unappreciated, such as playing golf or sitting at a boardroom meeting. Our hero's confidence and social prowess shines through, however, when he finds himself among a unique and eclectic crowd at a secret offshore charity snake-fighting event. Our character celebrates the moment with a Heineken Light, because this unique occasion is perfect for this particular beer.

"'Occasionally perfect' is a bold statement to make. It says Heineken Light is special, but in a really unique way," said Ian Reichenthal, co-executive creative director, Wieden +Kennedy New York.

"Snakeskin Jacket" debuted on national TV July 1, supported by an additional spot, "Moustache," in July. There are also plans to launch interactive consumer experiences to build equity and excitement in the marketing campaign, including the most aggressive trial program since the brand's launch--have one million people try Heineken Light this year.

Watch the video above or click here.

Meanwhile, Amstel Light introduced a summer program running from Memorial Day weekend through Labor Day. Amstel Light will bring the Amstel Light District to consumers nationwide in both on- and off-premise venues. Activation in the off-premise encourages consumers to text-in or go online to enter for a chance to win a grand-prize trip to Amsterdam and experience the energy and culture of Amstel Light first hand. Displays and point of sale (POS), along with mail-in rebate (MIR) cross-merchandising offers will draw attention to Amstel Light case stackers and reinforce the sweepstakes in the liquor, grocery and convenience store channels.

Frank Polley, senior trade marketing director, Heineken USA, said, "The Amstel Light drinker appreciates full bier flavor, as well as full-flavored experiences. This concept offers both an exciting experience at retail, via the displays, as well as the chance to experience our brewing heritage in Amsterdam first hand, via the Amstel Light District sweepstakes--all while providing our trade partners with exciting and engaging tools to increase summer profits."

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.