Heineken USA has introduced new packaging for its Heineken Premium Light beer, a slim can, with a major summer marketing campaign.
A new TV spot broke this week that plays on the campaigns “irresistible” messaging. Other marketing support includes a full-page print ad in USA Today, viral roadblocks on key Web sites, insertions in men’s publications, out-of-home ads and ads in regional newspapers.
“Particularly in the summer months, beer drinkers look for ways to enjoy their favorite beverages in outdoor locations that may not allow glass packaging,” said Andy Glaser, director Heineken Brand, Heineken USA, in a statement.
The new 12-ounce slim cans are available in both a 12-pack Fridge Pack and a 24-pack suitcase. Heineken said that about 60% of domestic light beers are sold in a can.
The new packaging rides on the heels of the successful launch of Heineken Premium Light last February, which arrived on shelves in a 12-ounce bottle.
The brew was introduced nationally as a new “luxury” light beer backed by a $50 million, full-scale marketing campaign carrying the tag line, “succumb to smooth.” (Promo Xtra, Feb. 28, 2006). The debut marked the first major addition in the company’s 133-year history, Heineken said.
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