Heineken Light, the "Best Tasting Low Calorie Lager" winner at the 2013 World Beer Championships, announced today the launch of its "Best Tasting Light" campaign featuring three-time Emmy award winner and Tony award winner and host, Neil Patrick Harris. Heineken will partner with Harris to introduce consumers to the reformulated Heineken Light and creatively bring the "Best Tasting Light Beer" award to life.
The reformulated Heineken Light recipe still contains just 99 calories but now features the addition of cascade hops, commonly used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish. Industry research revealed that 40% of 21-27 years olds prefer a fuller flavored light beer [Consumer Edge Insights' Beverage DemandTracker]. To meet consumer demand, Heineken leveraged its 150 years of brewing expertise to enhance the flavor of Heineken Light.
The Heineken Light creative will feature a new TV commercial starring Neil Patrick Harris and will celebrate the "Best Tasting Light Beer" award. The campaign is a product announcement for the Best Tasting Light Beer, but with a twist: it tastes so good but certain alcohol regulations in the USA don't allow spokespeople to drink it on camera. Heineken and their agency partners at Wieden + Kennedy worked with Neil Patrick Harris to embrace this challenge and to find clever and humorous ways to bring the taste experience to life on TV.
"Apparently there are rules about drinking beer in commercials, so I'm drinking it over here. (Off-screen) Ahhh, tastes good," says Neil Patrick Harris in one of the TV commercials.
"We want everyone to try Heineken Light this summer and we think Neil Patrick Harris is the perfect guy to help tell the world that this is the best tasting low calorie lager in a witty and humorous way," said Colin Westcott-Pitt, VP Marketing, Heineken USA.
To watch the "Best Tasting Light" campaign videos and interact with Heineken Light, please go to BestTastingLight.com