Dutch-based global brewing giant Heineken is bringing its Heineken Light lower alcohol beer to Europe for the first time, with a launch in Ireland supported by on and off trade sampling and digital couponing.
The Heineken Light campaign in Ireland will also include TV ads, outdoor advertising, digital, social media and PR as well as in-store activity.
Online, Heineken is offering Irish consumers the chance to claim a complimentary pint of the new product by registering with the brand website. They can then earn another free pint by sharing the site address with three friends – if those friends also sign up, then the original consumer gets a coupon for another free pint. Alternatively, consumers can get a digital coupon worth €2 off the purchase off a pack of Heineken Light.
Heineken Light, which has 3% Alcohol By Volume, has been sold in the US for the past 10 years. The Irish launch will be followed by roll-outs in other European countries soon.
For the Irish launch, Heineken is using a campaign created by Irish ad agency Rothco, which is also to develop a global campaign for the product which will run outside the US.
Rothco’s first ads show Heineken Light conducting humourous fictional screen tests to find a new spokesperson. The first ad features a character named Jonny Goode, who starts stripping off in an attempt to win the part. The ad is featured on Heineken Ireland’s YouTube channel.