SOURCE: Heineken USA

April 24, 2008 09:00 ET

Heineken Premium Light Taps Human Nature -- Drives First-Timers to "Share the Good" With Others

WHITE PLAINS, NY--(Marketwire - April 24, 2008) - When people discover something they really like, their first instinct is usually to share the experience with their friends. Heineken USA, citing research that once people experience Heineken Premium Light they keep coming back for more, announced today a ground-breaking movement called Share the Good to encourage consumers to try Heineken Premium Light and "share the good" with friends.

Starting on April 21, the Share the Good credo will lead all Heineken Premium Light communications. The 360-degree initiative is designed to drive domestic light beer drinkers to experience Heineken Premium Light for the first time, while serving as a catalyst for peer-to-peer endorsements.

"Share the Good is a movement about tapping into people's inherent desire to seek out new experiences and then share those experiences with others," said Brian Citron, senior brand director, Heineken USA. "It's more than an advertising tagline -- it's a movement that encourages people to break out of their comfort zone and try new experiences, and in turn, share those positive new experiences with others. Share the Good encourages people to try Heineken Premium Light, and more importantly, empowers them to share this 'new find' with their friends."

360-Movement

Starting on April 21, consumers can experience Share the Good through national marketing activation including on- and off-premise sampling, interactive media, TV, print, radio and OOH advertising. Then in the summer, the brand will launch a nationwide mobile marketing initiative as well as execute grassroots sampling events and impactful PR initiatives in key markets.

Digital Experiences

Consumers can experience Share the Good at Heinekenlight.com through unique interactive experiences that allow for full immersion into the movement. Features include photo uploads and sharing, testimonials and the opportunity to submit descriptions of their Heineken Premium Light experiences.

"Share the Good builds on the power of people connecting with one another over a great tasting beer," added Citron. "More than ever, consumers want to share their experiences with their favorite brands and interact with products in new ways. The new website breaks away from the standard template brand interaction with loyalists and takes this important interaction to a new place. We are literally sharing the good and encouraging Heineken Premium Light drinkers to do the same."

Advertising Campaign

Wieden + Kennedy created the Share the Good advertising campaign and tapped award-winning director Todd Haynes to direct the first TV commercial, which brings to life the notion of sharing positive experience of Heineken Premium Light in diverse social settings. The brand has a high-impact media buy schedule, including programming on fan favorites such as Survivor, The Office, House, the NHL Playoffs, the NBA Draft and the NBA Playoffs.

Brand Performance

Heineken Premium Light launched in March 2006 as the first Luxury Light beer in the US to unprecedented success, and continued strong performance in 2007 with more than 25% growth. In just over two years on the market, Heineken Premium Light is currently the sixth ranked imported brand in dollars and volume in the US market.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

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