The New York Times (free registration) offers an in depth look at Heineken’s $50 million campaign to launch Heineken Premium Light.
Much of the money will be spent online. To reach the intended audience of drinkers — mostly men ages 25 to 29 — Heineken USA will unleash a barrage of advertising on sites like espn.com, foxsports.com, maximcom, msn.com, stuffmagazine.com and yahoo.com. The company will also put up a separate site, heinekenlight.com, on Wednesday to complement sites for its two other brands.
The Times reports:
To woo the younger male consumers of domestic light beers, the Heineken Premium Light campaign will focus on a core attribute, smoothness. The initial ads carry headlines like “Someone smooth is waiting at the bar,” “Meet someone smooth tonight” and “Succumb to smooth.”
The goal is to entice the light beer drinker with “the notion of something a little better, a little more exciting,” said Ewen Cameron, chief executive and executive creative director at Berlin Cameron United in New York.
“It’s a relationship metaphor,” Cameron said, adding: “We talked to light beer drinkers in their late 20’s who said there’s nothing wrong with light beer, but there’s a kind of settling for it. They’re happy, but the grass is a little greener on the other side. The ‘luxury light’ idea is an exciting notion.
Who said there’s nothing wrong with light beer?