Heineken USA premiered a new episodic-style campaign this week for its Heineken Light brand that showcases a series of clever ways consumers can experience the ‘stepped-up’ life. The effort urges consumers to move beyond their old ways of thinking to “See the Light” — the new tagline for the brand — and take their lifestyle and their light beer choice to the next level.
The campaign centers on two young guys who relocate to Florida, and then get schooled by three old pros on how to live the good life. The series kicks-off with a movie-style trailer that sets up the premise followed by a roll-out with four back-to-back TV spots supported with digital activations throughout the summer. Each “episode” delivers a clever life lesson, from slowing down your golf swing to why it’s cool to like Peter Cetera.
The integrated campaign, via Euro RSCG, features a mix of television, print, cinema, out-of-home and digital story lines. The broadcast creative kicked off on 5/24 with two 30-second spots, titled “Poolside” and “Peter Cetera.” These will be followed by two additional 30-second spots, titled “Dog Track” and “Golf,” later in the summer. The 60-second trailer debuted online on 5/24 as well, and in movie theatres nationwide before select R-Rated films on 5/8.
The TV campaign takes the two lucky guys, Jamie and Gavin, to poolside at a premium beach club, a plush golf course and luxury seats at the dog track. It is poised to amuse consumers with memorable lines, especially from seasoned ladies man, Maurice. When questioned why he has a Peter Cetera album, Maurice replies, “The ladies love Cetera and if you love the ladies, by default, you love Cetera.”
Heineken Light will also be running a series of integrated digital campaigns in high-profile online outlets including ESPN.com, Gawker.com, hulu.com, Thrillist.com and UrbanDaddy.com offering readers opportunities to step up their summer with premium upgrades and experiences.
Consumers can visit the Heineken Light Facebook page at www.heinekenlight.com, or the brand’s YouTube channel at www.youtube.com/heinekenusa to view exclusive behind-the-scenes footage and all four new TV ads.