Summer beer campaign focused on taste to drive trial and sales.
Heineken is introducing a 360 degree summer promotion spanning national TV, digital, Web, social and retail/on-premise activation to shift the light beer conversation back where it belongs—to taste.
Heineken Light is the winner of the “Best Tasting Low Calorie Lager” for the second year in a row at the 2014 and 2013 World Beer Championships.
The summer promotion aims to inspire LDA+ shoppers to set a new standard for their summer gatherings by choosing Heineken Light as their go-to light beer, while driving trial and incremental sales of superior tasting, higher margin Heineken Light.
“Today’s consumers appreciate quality and great taste and know that ingredients matter,” said Nipa Parekh, Senior Brand Director, HEINEKEN USA. According to ConsumerEdge Insights’ Beverage DemandTracker, 40% 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,” he added.
To support the program, targeted Best Tasting Light TV along with digital activations with 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. 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.
In store, high-impact signage at the shelf will help convert consideration to action driving incremental sales and profits at retail. 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.
Parekh concluded, “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.”
Heineken Light’s Best Tasting Light promotion runs April 1 through the end of August.