Heineken Premium Light Kicks Off Year Two With New 'Irresistible' Platform

- New Ad Launches January 29 during Primetime Programming -

Jan 29, 2007, 00:00 ET from Heineken USA Inc.

    WHITE PLAINS, N.Y., Jan. 29 /PRNewswire/ -- Heineken USA announced
 today the launch of a new advertising campaign for Heineken Premium Light
 on January 29, which establishes the new tagline -- "Irresistible." This
 new campaign represents an evolution of the current communication platform
 and will build on the brand's success in Year One, further establishing
 Heineken Premium Light as the pioneer of the luxury light category.
     The new spot created by Berlin Cameron United (one of two finalists in
 the current review for the Heineken Brand AOR assignment), features unique,
 out- of-category visuals in coordination with carefully selected music. The
 30- second spot features the song "Beautiful" performed by Snoop Dogg
 featuring Pharrell Williams.
     "The launch of Heineken Premium Light was a success across the board,"
 said Andy Glaser, Heineken Brand Director. "We believe the 'Irresistible'
 platform is an evocative progression of our launch work, and is designed to
 create intrigue and curiosity for Heineken Premium Light to drive trial and
 trade-up by domestic light beer drinkers."
     The new spot debuts the week of January 29 and will air on various
 primetime and cable channels throughout the Spring, with placement during
 key weekly shows and special programming such as 24, Prison Break,
 Sportscenter, NHL Hockey, NBA All-star Weekend, NCAA and the GRAMMYS(R).
 Complimenting the ad launch will be a heavy online presence, national print
 and out-of-home in major markets.
     About Heineken USA
     Heineken USA Inc., the nation's premiere importer, is a subsidiary of
 Heineken International BV, which is the world's most international brewer.
 Brands imported into the U.S. include: Heineken Lager, the world's most
 international beer brand; Heineken Premium Light, Amstel Light, the
 largest- selling imported light beer brand; and Buckler non-alcoholic brew.
 Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis,
 Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please
 visit EnjoyHeinekenResponsibly.com.

SOURCE Heineken USA Inc.