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.

The first advertisement in the series, “Snakeskin Jacket,” follows the brand’s Man of the World character as he encounters everyday situations where his snakeskin jacket may not be the most appropriate clothing choice and goes completely unappreciated, such as playing golf or sitting in a boardroom meeting, the company explains. However, the character’s luck changes when he finds himself at a secret offshore charity snake-fighting event. There, he celebrates his “occasionally perfect” experience with a Heineken Light.

The integrated campaign, created by Wieden+Kennedy New York, was developed parallel to the global Heineken Lager “Legends” ad series. An additional commercial, “Moustache,” will support “Snakeskin Jacket” this month. The company also plans to launch interactive consumer experiences to build equity and excitement in the marketing campaign, including an aggressive program with the goal of having 1 million people try Heineken Light this year.