Product Launch

Winner: Heineken USA and Manning Selvage & Lee

Campaign: Heineken Premium Light: Trading Up to a New Level of Luxury

The Mission:

In 2006, Heineken executives decided to do something they hadn't done in the company's 133-year history: launch a new product--Heineken Premium Light (HPL).

The Challenge:

The light beer category was already highly competitive, meaning that the product launch would have to go above and beyond to whet the appetites of beer drinkers.