NEW YORK: Heineken USA will use AOR Euro RSCG Magnet to launch its first-ever light beer, Premium Light Lager, in four US cities this month. The cities will serve as test markets for the product's national launch.
Euro RSCG is putting 20 people on the account, tapping staff in New York, Pittsburgh, and Southern California.
Heineken USA has been one of the agency's top five accounts. Ten Euro RSCG staffers normally work on it. The launch team will include five of those staffers plus about 15 others.
"It's going to be a very resource- and energy-intensive launch," said Aaron Kwittken, CEO of Euro RSCG. "This is a significant milestone in Heineken's very storied history."
Heineken has not sold a light lager prior to this launch.
"When you're migrating a brand into a new category, the margin for error is very small," Kwittken noted.
PR will need to build on the brand's heritage while also showing it can be successful in a new category.
Agency efforts will include a major tasting event in New York, street marketing activities, influencer outreach, and media outreach to trade, local, and mainstream national press. Media efforts will try to reach publications that appeal to the young, male demographic the new beer is aimed at, Kwittken said.
After the launch period, the agency expects to continue supporting the new product throughout the year, Kwittken said.