In preparing to launch its Premium Light offering, Heineken wanted to generate buzz about the product within both the general and Hispanic markets.
Heineken enlisted the help of RL Public Relations, a Hispanic PR firm, to bring Hispanic consumers and celebrities to its PR events.
IDEA: Heineken used an "arrival" theme for its PR promotions. "The Hispanic kick-off events continued the theme that the general-market events had developed... because the Premium Light brand was just arriving to the party, to the country, and to the city," said Melissa Karp, SVP at RL. At each of the four events - held in New York, Chicago, Houston, and LA - the noise of a plane landing would roar through the venue, followed by flight attendants who would enter serving Heineken Premium Light.
TOOLS: Along with the promotional events held at venues such as the Mexican Fine Arts Museum in Chicago and El Museo Del Barrio in New York City, RL conducted a Hispanic media PR campaign. The agency sent mailers with a bottle of Premium Light and a CD-ROM media kit containing all of the press materials in Spanish and English to over 80 Hispanic-focused media outlets. Karp said there will be future promotions, but would not discuss details.
MEASUREMENT: Heineken and RL will measure success based on event attendance and the number of media hits. The events were written about in Hoy twice and in Tempo once. Pictures of the Chicago event ran in Hoy. In LA, there was coverage on both Univision and Telemundo. "With the first phase of the launch, we'll be at around 25 million within the Hispanic-language and [targeted] media outlets while only focusing on five cities," Karp said. There will also be an upcoming article in Hoy featuring an interview with Heineken's multicultural brand manager.
Campaign: Hispanic PR for Heineken Premium Light launch
PR Team: RL Public Relations
Other marketing: General market PR and advertising
Budget: Six figures