USA: Heineken launches Premium Light 'Irresistible' campaign

Heineken USA said it is launching a new campaign today for its Heineken Premium Light brand tagged "Irresistible", according to Adweek, September 26.

WPP's Berlin Cameron United here, which crafted the brand's launch campaign last April, created the effort, which starts with a 30-second spot that depicts the HPL bottle as a "diva-like" celebrity to the tune "Beautiful" by Snoop Dogg and Pharrell Williams.

The spot will be in heavy rotation for seven weeks on network and spot cable and broadcast events including the NBA All-Star Game weekend and the Grammys. It will also run in print, online and out-of-home. Separately, Berlin Cameron is a finalist against independent Wieden + Kennedy in Portland, Ore., for the consolidated Heineken USA account, which includes brands Heineken and Amstel Light, and is expected to be decided this week. The White Plains, N.Y., client is expected to spend a total of $80 million in U.S. media this year, sources said.

28 September, 2007