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Heineken Premium Light
Launching the Luxury Light Category
Heineken entered the light beer category, which makes up 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 Heineken Premium Light (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 multi-tiered launch plan which consisted of an event in Times Square with Mindfreak’s Criss Angel, a CEO media tour, and an exclusive launch event in NYC. Momentum continued with 10 additional events across the country. The program helped HPL meet its year one sales goal in the first six months. It also 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.