Rothco has been chosen to create the global ad campaign for Heineken Light, the new low alcohol brand which is being launched by the Dutch brewing giant in Europe, including Ireland.
Rothco currently works with Heineken Ireland on a number of its brands and leads the global creative for all its rugby-related advertising.
The new campaign will include TV, OOH, social media, PR and a full suite of below-the-line visibility items. It also includes wide scale on and off trade sampling and activations in pubs and supermarkets around the country.
TV, however, will lead the charge and the ad, created by Rothco, was filmed in New York by award-winning director Steve Miller and is set to air throughout the summer.
With a lower alcohol content than its stronger namesake, Heineken Light is already on sale in the US and the company intends to roll it out to the rest of European marketing over the coming months, while the Irish roll-out to pubs and off-licences will take place over the coming weeks.
This is Heineken Ireland’s second major product launch in the space of a year. In 2015, the company launched the Orchard Thieves brand in the Irish market, pitting it against established cider brands like Bulmers.
The draught version of Heineken Light will be brewed at Heineken’s brewery in Cork, where it employs 450 staff, while the bottled version will be imported from Holland.
According to Sharon Walsh, marketing director of Heineken Ireland, “Heineken Light is another exciting innovation for HEINEKEN Ireland, coming on the back of our successful entry into the cider market with Orchard Thieves. We are proud for Ireland to be leading the charge in Europe and for us to be developing the marketing communications campaign for Ireland and for the global roll out. Heineken Light highlights the importance we place on innovation for our consumers, who are looking for more choice and variety in the beer category.”