Heineken Light Introduces Money Back Guarantee
WHITE PLAINS, N.Y. — Heineken Light is putting its money where its mouth is. The beer brand is offering a money-back guarantee to adult consumers who try a Heineken Light.
To get the message across, Heineken is partnering for the second year with actor Neil Patrick Harris on a new commercial and digital video that bring the offer to life in a humorous way.
"What we're saying in the new creative is pretty simple: Heineken Light is a great-tasting light beer," said Harris. "But if you're crazy enough to not agree, Heineken will give you your money back."
The money-back offer follows the 2014 World Beer Championships announcement of Heineken Light as the "Best Tasting Low Calorie Lager" for the second year running. The beer was reformulated in 2013, according to the company.
"At Heineken, we believe that you don't need to sacrifice taste when drinking a light beer," said Ralph Rijks, vice president, Heineken USA. "We're so confident in Heineken Light's award-winning flavor that we're putting our money where our mouth is. We understand that tasting is believing and are thrilled to be working again with Neil Patrick Harris to help deliver this message."
Building on last year's campaign, the new Heineken Light 15-second commercial, "Money Back," continues the story of the actor struggling with legalities and regulations. In it, Harris promises the viewer that Heineken Light is the Best Tasting Light Beer or he'll give you your money back, before backpedaling to clarify that someone at Heineken will be fulfilling the guarantee, not him personally.
The story continues in the long-form video, "Fans," in which Harris is spotted by fans of the Heineken Light commercials while shopping. The video leads to a humorous fever-pitch moment when his simple attempt to buy some fruit officially becomes a calamity.
The campaign was created and produced by Wieden+Kennedy New York. The launch will be supported through a mix of traditional and paid media, digital, public relations and experiential marketing. The brand will also carry out sampling opportunities where legal with adults aged 21 and older.
This money-back guarantee offer is valid only on Heineken Light bottle six-packs.
White Plains-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.