Heineken Sends Us Beer, Launches Campaign


The other day, we received our very own, specially packaged bottle of Heineken Premium Light. We promptly did our job by taking a few pictures of the packaging to share with you and then placed the bottle in the fridge for future enjoyment. Well, that future came and we can tell you we liked what came out of that bottle.

In terms of promotion, Heineken Premium Light is getting $50 million thrown at it in the form of a national marketing campaign with simple layouts of a Heineken Premium Light bottle and taglines such as "Succumb to Smooth." There's also an out-of-home component to support the wider distribution of the beer and national television advertising kicks off on April 17.

by Steve Hall    Apr-10-06   Click to Comment   
Topic: Good, Outdoor, Promotions, Television   

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Promotional validity aside: how can beer can get any lighter than Heineken? It's already just one step removed from water. The engineers must have been working day and night to remove those last few hints of body and flavor. Bravo.

Posted by: Pat Smith on April 10, 2006 2:15 PM

I got the package last week and I thought it was a colossal waste of money. If the beer is any good all they need to do is send you a six-pack. THey don't need to spend $50 on the package and I bet that's what that stupid box cost. I threw mine out. What did you do with yours? I don't drink, but my friend who tried it thought the beer was ok, not great.

Here's my picture

Posted by: B.L. Ochman on April 10, 2006 2:36 PM

I got the package as well, but chose to report it, nor take its picture. The PR guy (who was courteous) said he was going to send me some beer, not a beer. How could I not be a little disappointed with one elaborately packaged Heineken Light?

Posted by: David Burn on April 10, 2006 4:52 PM