Heineken USA, White Plains, N.Y., premiered a new television advertising campaign for its Heineken Light brand under the “Be a Man of the World” platform on July 1. The marketing effort features commercials centered around consumers and their “occasionally perfect” experiences.

For the past two decades, researchers have been extensively studying resveratrol, a naturally occurring compound commonly found in the skin of red wine grapes that is said to have anti-aging, cardiovascular and anti-cancer benefits. Looking to hone in on those benefits, Jonathan Straub, a sales executive, put together a team of experts to help him launch a functional beverage that contained the powerful antioxidant.