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Why Neil Patrick Harris Can't Drink His Heineken in W+K New York Spot

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Harris finds out the hard way about regulations with beer in commercials

Why Neil Patrick Harris Can't Drink His Heineken in W+K New York Spot

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 Heineken Light creative will feature a new TV commercial starring Neil Patrick Harris and will celebrate the "Best Tasting Light Beer" award, extending online through a series of digital videos and behind the scenes content that will be available at BestTastingLight.com. 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.

In addition to the reformulation of Heineken Light's brew, Heineken redesigned the packaging. The Heineken Light STAR Bottle has a taller, slimmer neck and curved embossment and now, just in time for the summer, consumers can purchase Heineken Light in a new, sleek 8.5 ounce Slim Can.  It's ideal for refreshment occasions such as outdoor parties, BBQs and rooftop pool parties. The newly designed cans were introduced in July to appeal to drinkers who have a high affinity and appreciation for quality design and great tasting low calorie lager.

The launch will be supported through a mix of traditional and paid media, digital, PR, and experiential marketing. The brand will also carry out extensive sampling where legal with adults 21+

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Client

Advertiser: Heineken

Brand: Heineken Light

Creative Agency

Creative Agency: W+K New York

Genres: Comedy

Categories: Beers, Alcoholic Beverages

lbbonline.com, Fri, 18 Jul 2014 09:17:26 GMT