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WHITE PLAINS, N.Y. -- Heineken USA debuted new television advertising for its Heineken Light brand, kicking off a holistic summer marketing effort and introducing another campaign under the "Be a Man of the World" platform.
Developed by Wieden+Kennedy New York in alignment with the global Heineken Lager "Legends" ad series created by the agency's Amsterdam office, the integrated campaign pays homage to consumers and their "occasionally perfect" experiences. According to the marketing materials Heineken Light is a perfect fit for situations that call for something a little more unique, special and upscale.
"Our consumers formed an immediate and deep connection with the Man of the World figures featured in the Heineken Lager films, 'The Entrance' and 'The Date,'" noted Lesya Lysyj, chief marketing officer at White Plains, N.Y.-based Heineken USA. "We worked closely with Wieden+Kennedy New York to ensure the Heineken Light ads inspired similar feelings of confidence and progressiveness, while developing the creative to resonate with our uniquely American audience."
The first spot in the series, "Snakeskin Jacket," follows the Man of the World character as he encounters everyday situations where his cool snakeskin jacket may not be the most appropriate attire and goes completely unappreciated, such as playing golf or attending a boardroom meeting. The hero's confidence and social prowess wins out, though, when he finds himself at a secret offshore charity snake-fighting event, prompting him to mark the moment with a Heineken Light.
"'Occasionally perfect' is a bold statement to make. It says Heineken Light is special, but in a really unique way," explained Ian Reichenthal, co-executive creative director at Wieden+Kennedy New York.
"Snakeskin Jacket" made its national TV debut July 1, and will be supported by another spot, "Moustache," later this month. Additional plans call for the launch of interactive consumer experiences to build equity and excitement in the campaign, including the most aggressive trial program since the brand's launch. The goal is to have one million people try Heineken Light this year.
The ads will be available on Heineken's YouTube Channel and Facebook page.