Heineken Brings 'Best-Tasting Light Beer' Award to Life
Debuts campaign featuring Neil Patrick Harris
Published in CSP Daily News
WHITE PLAINS, N.Y. -- Heineken Light, the "Best-Tasting Low-Calorie Lager" winner at the 2013 World Beer Championships, has launch the "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 bring the "Best-Tasting Light Beer" award to life.
The reformulated Heineken Light recipe still contains 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.
The Heineken Light creative will feature a new TV commercial starring Neil Patrick Harris and will extend 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, but with a twist: it tastes so good, but certain alcohol regulations in the United States 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.
"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, vice president of marketing for Heineken USA.
In addition to the reformulation of the beer, Heineken redesigned the packaging. The Heineken Light Star Bottle has a taller, slimmer neck and curved embossment.
Consumers can purchase Heineken Light in a new 8.5-ounce Slim Can. The company introduced the cans earlier this month.
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 and over.
White Plains, N.Y.-based Heineken USA Inc., a subsidiary of Heineken International BV, imports Heineken, Desperados, Amstel Light and Newcastle Brown Ale beers and Strongbow Hard Apple Ciders, It also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.