National TV, digital and web activations, social support and retail and on-premise activation will help shift the light beer conversation back where it belongs – taste – to drive trial and incremental sales of superior tasting, higher margin Heineken Light, it says.
“Today’s consumers appreciate quality and great taste and know that ingredients matter,” said Nipa Parekh, senior brand director, Heineken USA, in a statement. “According to research, 40 percent of consumers age 21-27, desire light beer with a more full-flavored taste. When it comes to quality and great-tasting light beer, Heineken Light has no rival. As one of the only light beers to be brewed with Cascade hops, a key ingredient used by the finest IPA brewers around the world, Heineken Light delivers the true lager flavor consumers seek, while remaining a lower calorie, accessible option.”
To support the program, targeted Best Tasting Light TV along with digital activations featuring partners including Ibotta and Bazaarvoice will drive awareness, promote trial and provide shoppers with special offers and the incentive to consider Heineken Light pre-purchase, the company says. Heineken will also be teaming up with farcical digital media outlet, The Onion, to create a series of short videos to generate buzz on Heineken Light’s Money Back Guarantee, it adds.
In store, high-impact signage at the shelf will help convert consideration to action driving incremental sales and profits at retail, it says. In on- and off-premise accounts, including national grocery, liquor, mass and club locations (where legal), Heineken Light will be conducting consumer sampling events to garner interest, support trial and maximize consumer engagement.
“We are so confident in the superior quality and taste of Heineken Light that we are putting our money where our mouth is by offering a money back guarantee (where legal) to LDA+ consumers. Building off the success of our ad campaign featuring Neil Patrick Harris, this year’s execution finds Harris once again mired in legal technicalities and regulations as he trumpets our assurance and money-back guarantee that Heineken Light is the best tasting light beer that delivers full-flavored lager taste,” Parekh concludes.
Heineken Light’s Best Tasting Light promotion will run through the end of August.
