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. Plus, because
the beer industry in the U.S. had been on a downward spiral sales wise since 2001, getting Heineken's target audience (men ages 21-29 who drink domestic light beer, as well as
tastemakers in target markets such as Providence, RI; Tampa, FL; Dallas, TX; and Phoenix, AZ) to pay attention to Heineken Premium Light was going to be a formidable task.
The Strategy:
Partnering up with Manning Selvage & Lee, Heineken PR execs spearheaded a campaign to not only launch HPL to key audiences, but to drive sales of 5.2 million cases between
March and December 2006. The team included Jim Tsokanos, Mandy O'Donnell and Bruce Mackenzie.
An Angelic Hook:
To grab consumers' attention, the PR team hired illusionist Criss Angel to perform a publicity stunt in front of major media. Hanging 40 feet above Times Square, Angel had two
minutes to escape from an oversized light beer crate. As the crate crashed into the street, Angel materialized on top of an HPL truck. The event was also caught on Angel's July 5,
2006, "Mindfreak" show that airs on the A & E cable network.
A-List Execution:
A launch event at New York City's Time Warner Center attended by top celebrities was held to introduce HPL to 1,000 influencers, distributors and media. MS&L also teamed up
with Maxim, organizing events in 10 cities to unveil HPL to consumers nationwide, using celebrities as focal points.
Mission Accomplished:
MS&L and Heineken generated 104 million media impressions with 110 print and broadcasts hits; they also secured 240 blog hits and 61 Web placements. As of October 1, 2006,
Heineken USA was forecasting close to 8 million cases in sales by year-end, making HPL the 3rd largest Import/Specialty light brand within nine months. PRN