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.