After reformulating its Heineken Light beer by adding Cascade hops, Heineken USA Inc. announced that the brand was named the “Best Tasting Low Calorie Lager” at the 2013 World Beer Championships. To introduce the reformulated light beer to consumers and call attention to the “Best Tasting Low Calorie Lager” award, the White Plains, N.Y.-based company launched a new campaign featuring three-time Emmy award winner and Tony award winner and host Neil Patrick Harris.
The “Best Tasting Light Beer” campaign will feature a new TV commercial starring Harris and will celebrate the “Best Tasting Light Beer” award, extending online through a series of digital videos and behind-the-scenes content that will be available at www.besttastinglight.com. Alcohol regulations in the United States don’t allow spokespeople to drink beer on camera, so Heineken and its agency partners at Wieden + Kennedy worked with Harris to find clever and humorous ways to bring the taste experience to life on TV, the company says.
“We want everyone to try Heineken Light this summer, and we think Neil Patrick Harris is the perfect guy to help tell the world that this is the best-tasting low-calorie lager in a witty and humorous way,” said Colin Westcott-Pitt, vice president of marketing for Heineken USA, in a statement.
The reformulated Heineken Light recipe still contains 99 calories but now features the addition of Cascade hops, which commonly are used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish, the company says. Industry research revealed that 40 percent of consumers between the ages of 21 and 27 prefer a fuller-flavored light beer, according to Consumer Edge Insights’ Beverage DemandTracker, it adds.
In addition to the reformulation of Heineken Light, the company redesigned the packaging. The Heineken Light Star Bottle has a taller, slimmer neck and curved embossment, it says. Additionally, this month Heineken released Heineken Light in new 8.5-ounce slim cans.
Heineken Light will be supported through a mix of traditional and paid media, digital, public relations, and experiential marketing. The brand also will carry out extensive sampling where legal with adults of legal drinking age.