Heineken Premium Light on TV.

Following the successful print, online, out-of-home advertising and PR campaigns to support the launch of Heineken Premium Light, Heineken USA premiered a Spanish language television spot on April 17th to further reach the U.S. Hispanic consumer with their new “luxury light” brand.

The television spot is a powerful and original product-focused creative execution that stands out from the clutter, by using unique visual treatments to communicate the smooth and luxurious attributes of Heineken Premium Light. Featuring a remix of the hit “Suave” commissioned exclusively for Heineken, the music further enhances the desirability of the product, and entices consumers to ‘trade up’ to the surprisingly smooth taste of this premium beer. “Suave” marks the first single from international pop duo Cinema Dos’ debut album (due out later this summer).

“The visual treatments and high energy music deliver Heineken Premium Light’s smooth taste proposition in a relevant and memorable fashion for our Hispanic consumers.” said Marimé Riancho, Senior Brand Manager of Multicultural Markets for Heineken USA.

The national TV spot, developed by Heineken’s Hispanic advertising agency of record The Vidal Partnership, is a relevant interpretation of the general market ad created by Berlin Cameron. Launched the week of April 17th and on air through the summer, the spot will run on Spanish networks and cable stations including Univision, Telemundo, Telefutura, and Galavision.

The launch of Heineken Premium Light is consistent with Heineken’s strategy to expand and optimize its product portfolio and to capture an ever-growing share of the premium import segment of the U.S. beer market. Following a successful on-premise launch on March 1, Heineken USA announced the smooth arrival of Heineken Premium Light into grocery, liquor and convenience stores across the country starting Saturday, April 1.