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
SOURCE Heineken USA Inc.