NEW YORK: Heineken has retained MS&L to launch its new premium light beer, which represents its move into what the company describes as the "luxury light" market.
Tamara Moore, corporate communications director, said that the brand would target beer drinkers who are looking for a low-calorie, low-carbohydrate drink with the cachet of an imported beer.
Jim Tsokanos, EVP and MD of MS&L New York, described Heineken Premium Light as the first product extension in the company's 140-year history.
He said MS&L would "use our whole network" to support the North American launch.
Gary Stibel, CEO of The New England Consulting Group, noted that Heineken has run into financial difficulties in recent years.
"Heineken has the potential to be hugely successful, but it's all about execution," he said.
Stibel added that the company must position the beer as stylish to both bars and consumers, and be careful not to mass market it.
"Beer is a badge," he noted. "People don't drink it, they wear it."