Heineken Debuts “Best Tasting Light Beer” Campaign
By Grocery Headquarters Staff
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. 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+.