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.