Heineken USA has premiered a new television advertising campaign for Heineken Light, kicking off a holistic summer marketing effort under the “Be a Man of the World” platform. Rather than settling for constantly mediocre instances and routines, the campaign celebrates consumers and their “occasionally perfect” experiences. Not every occasion is right for Heineken Light, but the beer is a perfect fit for those situations that call for something more unique, special and upscale.
The integrated campaign, created by Wieden+Kennedy New York, was developed in alignment with the award winning, global Heineken Lager “Legends” ad series created by the Amsterdam office.
“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,'” said Lesya Lysyj, Chief Marketing Office, 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 fabulous snakeskin jacket may not be the most appropriate and goes completely unappreciated, such as playing golf or sitting at a boardroom meeting. Our hero’s confidence and social prowess shines through, however, when he finds himself among a unique and eclectic crowd at a secret offshore charity snake-fighting event. The Man of the World celebrates the moment with a Heineken Light, because this occasion is perfect for this beer.
“‘Occasionally perfect’is a bold statement to make. It says Heineken Light is special, but in a really unique way,” said Ian Reichenthal, Co-Executive Creative Director, Wieden+Kennedy New York.
“Snakeskin Jacket” will debut on national TV July 1, and will be supported by an additional spot, “Moustache,” in July. There are also plans to launch interactive consumer experiences to build equity and excitement in the marketing campaign, including the most aggressive trial program since the launch of the brand; have one million people try Heineken Light this year.
To view “Snakeskin Jacket” online, visit http://www.youtube.com/watch?v=h7_iordD00E&hd=1.
