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Heineken Light is celebrating warmer weather with the launch of a new 360 degree program, "Best Tasting Light," to encourage consumers to make Heineken Light their go-to beer for summer gatherings.
The program, which runs through the end of August, is supported by Best Tasting Light TV spots, in tandem with digital activations thought partnerships with Ibotta and Bazaarvoice, which provide special offers to incentivize purchase.
Heineken will also team up with The Onion to create a series of short videos to generate buzz on Heineken Light’s Money Back Guarantee.
“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," said Nipa Parekh, senior brand director, White Plains, N.Y.-based Heineken USA.
"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 said.
Additional campaign support includes in-store signage as well as sampling events at national grocery, liquor, mass and club locations.