SOURCE: Heineken USA

May 24, 2010 09:00 ET

New Campaign From Heineken Light Encourages Consumers to 'See the Light'

First Campaign for Heineken Light With Euro RSCG; Ads Directed by Matt Aselton

WHITE PLAINS, NY--(Marketwire - May 24, 2010) -  Heineken USA premiered a new episodic-style advertising campaign this week for its Heineken Light brand that showcases a series of clever ways consumers can experience the 'stepped-up' life. The lighthearted campaign urges consumers to move beyond their old ways of thinking to "See the Light" -- the new tagline for the brand -- and take their lifestyle and their light beer choice to the next level.

The campaign centers on two young guys who relocate to Florida, and then get schooled by three old pros on how to live the good life. The series kicks-off with a movie-style trailer that sets up the premise followed by a roll-out with four back-to-back TV spots supported with innovative digital activations throughout the summer. Each "episode" delivers a clever life lesson, from slowing down your golf swing to why it's cool to like Peter Cetera.

"The new Heineken Light campaign is centered on the concept of living a more 'stepped-up' life," said Christian McMahan, Chief Marketing Officer of Heineken USA. "Every day our target consumers have a choice to give up on their old ways of doing things, and embrace what's next. Better relationships, more interesting friends, new styles of clothes. Heineken Light is the beer for those who know how to enjoy their better selves."

The integrated campaign, created by Euro RSCG, features a mix of television, print, cinema, out-of-home and digital story lines. The broadcast creative, helmed by award-winning director Matt Aselton, kicks-off on May 24 with two 30-second spots, titled "Poolside" and "Peter Cetera." These will be followed by two additional 30-second spots, titled "Dog Track" and "Golf," later in the summer. The 60-second trailer will debut online on May 24, and in movie theatres nationwide before select R-Rated films on May 28.

360° Campaign

The TV campaign takes the two lucky guys, Jamie and Gavin, to poolside at a premium beach club, a plush golf course and luxury seats at the dog track. It is poised to amuse consumers with memorable lines, especially from seasoned ladies man, Maurice. When questioned why he has a Peter Cetera album, Maurice replies, "The ladies love Cetera and if you love the ladies, by default, you love Cetera."

In the print space, the brand is launching with three creative executions in national and targeted local publications that feature Heineken Light during stylish, outdoor and sun-drenched beer drinking occasions. Headlines encourage consumers to evolve from their domestic light beers into the stepped up world of Heineken Light with lines such as: "The Good Life Requires a Bottle Opener" and "Not Available in Red Plastic Cup." Similarly, new horizontal out-of-home executions focus on establishing the new tagline, "See the Light," within the stepped up Heineken Light world.

Heineken Light will also be running a series of integrated digital campaigns in high-profile online outlets including ESPN.com, Gawker.com, hulu.com, Thrillist.com and UrbanDaddy.com offering readers opportunities to step up their summer with premium upgrades and experiences.

Adult consumers can visit the Heineken Light Facebook page at www.heinekenlight.com, or the brand's YouTube channel at www.youtube.com/heinekenusa to view exclusive behind-the-scenes footage and all four new TV ads.

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 Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; 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. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.