The introduction of Heineken Premium Light will be the biggest launch of a light beer in the US and the most Heineken has ever spent on a launch campaign.
To reach its intended audience of 25- to 29-year-old men, the company will begin with a barrage of advertising from March 1 on sites including ESPN.com, FoxSports.com, Maxim.com and StuffMagazine.com. Heineken has also launched its own for the beer.
A viral campaign will be followed later in the month by television and radio commercials, print advertisements, promotions and a campaign aimed at Spanish-speaking consumers.
Heineken Premium Light is the first major addition to the brand in the company's 133-year history. A bottle of the beer contains only 99 calories and the packaging has been designed to be taller and slimmer than a regular bottle of Heineken. The tagline for the campaign will be "succumb to smooth".
Andy Glaser, Heineken brand director, said: "Our groundbreaking marketing approach to create maximum launch impact for Heineken Premium Light includes targeted Hispanic initiatives, full-scale public relations, advertising, viral and promotional campaigns."
Light beer now accounts for nearly 50% of all US beer sales.
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