White Plains, N.Y.-based Heineken USA’s Heineken Light beer brand is so confident that it's the best-tasting light beer that it is offering a money back guarantee. To inspire consumers of legal drinking age to try the light beer, the brand once again is partnering with celebrity Neil Patrick Harris on a new commercial and digital video to bring the offer to life in a humorous way.
"What we're saying in the new creative is pretty simple: Heineken Light is a great-tasting light beer," Harris said in a statement. "But if you're crazy enough to not agree, Heineken will give you your money back."
The money-back offer follows the company receiving accolades two years in a row as the “Best Tasting Low Calorie Lager” at the World Beer Championships. The beer, which was reformulated in 2013, is brewed with Cascade Hops, which gives it a smooth taste profile and floral, fruity hop aroma, the company says. Containing 99 calories, Heineken Light uses all-natural, quality ingredients without filler grains, coloring, preservatives or GMOs, it says.
"At Heineken, we believe that you don't need to sacrifice taste when drinking a light beer," said Ralph Rijks, vice president of Heineken USA, in a statement. "We're so confident in Heineken Light's award-winning flavor that we're putting our money where our mouth is. We understand that tasting is believing and are thrilled to be working again with Neil Patrick Harris to help deliver this message."
Building on last year's campaign, the new 15-second Heineken Light commercial titled “Money Back” continues the story of Harris struggling with legalities and regulations. In the commercial, Harris promises the viewer that Heineken Light is the best-tasting light beer and declares that he'll otherwise give you your money back, before humorously backpedaling to clarify that someone at Heineken will be fulfilling the guarantee, not him personally.
The story continues in the long-form video "Fans," in which Harris is spotted by fans of the Heineken Light commercials while shopping. The video leads to a humorous fever-pitch moment when his simple attempt to buy some fruit officially becomes a calamity, the company notes.
The campaign was created and produced by Wieden+Kennedy New York, and its launch will be supported through a mix of traditional and paid media, digital, public relations, and experiential marketing. The brand also will carry out sampling opportunities, where legal, with adults of legal drinking age.