Heineken launches campaign with emphasis on experimental marketing

Heineken Light, twice winner of the World Beer Championships, is so sure of being the most delicious light beer that has ever been tasted that Heineken offers a money back guarantee. That way they promote their new campaign, spiced with a mixture of traditional and paid digital media, public relations and experiential marketing. The brand also offers samples of the product wherever it is legal for those older than 21 years of age.To inspire fans above 21 years of age to try the low calorie lager beer, Heineken partnered for second consecutive year with Neil Patrick Harris, five times Emmy winner, for a new commercial and digital video to give life to the promo in a humoristic manner.”In Heineken we believe it is not necessary to sacrifice flavor when drinking a light beer”, said Ralph Rijks, Vicepresident of Heineken USA. “We trust the awarded flavor of Heineken Light so much that we dare to promise a money back guarantee. We understand that trying it is enough to believe what we mean, and we are very happy to work with Neil Patrick Harris once again to help us transmit this message.”The campaign was created and produced by Wieden+Kennedy New York.