Heineken Light Launches New Campaign
WHITE PLAINS, N.Y. -- Heineken Light is teaming up with actor Neil Patrick Harris for its "Best Tasting Light" campaign, which includes the launch of a reformulated recipe and new packaging.
The new marketing campaign comes on the heels of Heineken Light's "Best Tasting Low Calorie Lager" award at the 2013 World Beer Championships.
The new Heineken Light recipe contains the addition of cascade hops, commonly used in India Pale Ales to create a fuller, crisper flavor. The new brew will be presented in both a new STAR bottle, which boasts a taller, slimmer neck and curved embossment, as well as the new 8.5-ounce Slim Can.
The launch will be supported by a new TV spot starring Harris that celebrates the "Best Tasting Light Beer" award, as well as additional digital videos and behind-the-scenes content available online.
"We want everyone to try Heineken Light this summer, and we think Neil Patrick Harris is the perfect guy to help tell the world that this is the best-tasting low-calorie lager in a witty and humorous way," said Colin Westcott-Pitt, vice president of marketing for White Plains-based Heineken USA.