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Heineken Premium Light
Launching the Luxury Light Category
Heineken entered light beer category (comprising 50% of beer consumed in the U.S.) on March 1, 2006, with the first major brand extension in the company’s 133-year history. Strong results in test markets confirmed the opportunity for HPL to create a Luxury Light category and offer domestic light beer drinkers a reason to “trade up.” MS&L worked with Heineken to develop a launch plan which consisted of a stunt in Times Square with Mindfreak’s Criss Angel, a CEO media tour as part of a multi-tiered strategy, and an exclusive launch event in NYC. Momentum continued with 10 additional events throughout March. As a result, HPL met its year one sales goal in the first six months. MS&L generated 104 million positive media impressions with 110 print and broadcast hits in national and local markets, and secured 240 blog hits and 61 web placements.