Heineken Premium Light unveils ‘Descubre lo Delicioso’ campaign.

Heineken USA announced the creation of a new Hispanic marketing campaign for Heineken Premium Light, Descubre lo Delicioso, in support of its contained Year Two expansion. This initiative follows a banner year where Heineken Premium Light rapidly captured the #6 dollar sales position among premium imports in the U.S., and established the luxury light beer category.

Descubre lo Delicioso kicked off March 15, 2007 with the reveal of a new Hispanic TV commercial featuring Latin Supermodel Elsa Benitez. Directed by renowned Mexican Director Fred Clapp and shot on location in Mexico City, the commercial showcases one man imagining how Heineken Premium Light is “deliciously” created. His vision – surreal and extraordinary – follows the caring and beautiful creation of Heineken Premium Light, and features Elsa Benitez and other beautiful Latin models who exist in this delicious world. The commercial closes with, “Descubre lo Delicioso,” which invites consumers to discover the delicious taste of Heineken Premium Light.

“We’re excited about Heineken Premium Light’s tremendous results… we rocketed to a top ten sales position among premium imports in the U.S. in just one year!” said Marimé Riancho, Senior Brand Manager of Multicultural Markets for Heineken USA. “Heineken Premium Light’s distinctively smooth taste, premium image, stylish packaging and impactful new campaign will continue to entice Hispanic consumers to discover its delicious taste and trade up to Heineken Premium Light.”

The striking TV spot, developed by Heineken’s Hispanic advertising agency of record The Vidal Partnership with post-production assistance from WildChild, will run on Spanish networks and cable stations beginning March 15th.

The engaging campaign also includes distinctive print, out of home and radio advertising and, for the first time, interactive media. VIP events in Los Angeles and Dallas in March will host celebrities and honor local Hispanic influencers who contribute to each city’s deliciousness.

Additionally, Heineken USA launched its first Spanish language website, http://www.heinekenlight.com/espanol.com? on March 9th. The website will feature delicious news and information about Heineken Premium Light and extend the special relationship and interaction between the brand and its Hispanic consumers.