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07.2010

Massachusetts Beverage Business

archivedPromotions

HEINEKEN LIGHT

is running a new episodic-style ad campaign that showcases a series of ways consumers can experience the “stepped-up” life.  The lighthearted campaign urges consumers to move beyond their old ways of thinking to “See the Light” – the new tagline for the brand – and take their lifestyle and their light beer choice to the next level.  The campaign centers on two young guys who relocate to Florida, and then get schooled by three old pros on how to live the good life.  The series kicks-off with a movie-style trailer that sets up the premise followed by a roll-out with four back-to-back TV spots supported with digital activations throughout the summer.  Each “episode” delivers a life lesson, from slowing down your golf swing to why it’s cool to like Peter Cetera.  The integrated campaign features a mix of television, print, cinema, out-of-home and digital story lines in online outlets including ESPN.com, Gawker.com, hulu.com, Thrillist.com, and UrbanDaddy.com.

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