Heineken series continues

Heineken USA premiered new television advertising for the Heineken Light brand earlier this month, kicking-off a holistic summer marketing effort and debuting a new campaign under the "Be a Man of the World" platform. The film can also be viewed on Heineken's YouTube Channel and Facebook.

The campaign celebrates consumers and their "occasionally perfect" experiences, the company says. The integrated campaign, created by Wieden+Kennedy New York, was developed in alignment with the award winning, global Heineken Lager "Legends" ad series ("The Entrance" and "The Date") created by the agency's Amsterdam office.

"Our consumers formed an immediate and deep connection with the 'Man of the World' figures featured in the Heineken Lager films 'The Entrance' and 'The Date,'" says Lesya Lysyj, chief marketing officer, Heineken USA. "We worked closely with Wieden+Kennedy New York to ensure the Heineken Light ads inspired similar feelings of confidence and progressiveness while developing the creative to resonate with our uniquely American audience."

The first spot in the series, "Snakeskin Jacket," follows the brand's Man of the World character as he encounters everyday situations where his "fabulous" snakeskin jacket may not be the most appropriate and goes completely unappreciated, such as playing golf or sitting at a boardroom meeting. The "hero's" confidence and social prowess shines through, however, when he finds himself among a unique and eclectic crowd at a secret offshore charity snake-fighting event. The brand's character celebrates the moment with a Heineken Light, because this unique occasion is perfect for this particular beer.

"'Occasionally perfect' is a bold statement to make. It says Heineken Light is special, but in a really unique way," says Ian Reichenthal, co-executive creative director, Wieden +Kennedy New York.

The first film in the series, "Snakeskin Jacket" debuted on national TV July 1, and is supported by an additional spot, "Moustache", in July. There are also plans to launch interactive consumer experiences to build equity and excitement in the marketing campaign, the company says, including the most aggressive trial program since the brand’s launch; have one million people try Heineken Light this year.