July 2014: Adding to his impressive resume of stage, screen, and television, acclaimed actor Neil Patrick Harris stars in a humorous, new Heineken Light national ad campaign which parodies the fact that he is unaware that beer or alcohol cannot actually be imbibed in a television commercial or web video!
In the Heineken Light spots, Harris is incognizant of the strict regulations prohibiting alcohol consumption in advertisements. Consequently, he engages in several comedic vignettes in an attempt to circumvent the situation -despite the adverse reactions from producers, directors, and stage-hands.
About Heineken’s “Best Tasting Light” Campaign: Heineken Light, the “Best Tasting Low Calorie Lager” winner at the 2013 World Beer Championships,
launches its “Best Tasting Light” campaign featuring three-time Emmy award winner and Tony award winner and host, Neil Patrick Harris. Heineken is partnering with Harris to introduce consumers to the newly reformulated Heineken Light and creatively bring the “Best Tasting Light” award to life.
The reformulated Heineken Light recipe still contains just 99 calories but now features the addition of cascade hops, commonly used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish. Industry research revealed that 40% of 21-27 years olds prefer a fuller flavored light beer [Consumer Edge Insights’ Beverage DemandTracker]. To meet consumer demand, Heineken leveraged its 150 years of brewing expertise to enhance the flavor of Heineken Light.
The Heineken Light creative features a new TV commercial starring Neil Patrick Harris and l celebrates 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 our spokesperson 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.
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.