Interesting to note this news about the marketing of a new light beer from Heineken:
Heineken is backing the launch of its new light beer with its first major step into digital marketing, part of a $50m (£28.5m) launch campaign devised by New York-based creative agency Berlin Cameron United. The introduction of Heineken Premium Light will be the biggest launch of a light beer in the US and the most Heineken has ever spent on a launch campaign. To reach its intended audience of 25- to 29-year-old men, the company will begin with a barrage of advertising from March 1 on sites including ESPN.com, FoxSports.com, Maxim.com and StuffMagazine.com. Heineken has also launched its own site for the beer. A viral campaign will be followed later in the month by television and radio commercials, print advertisements, promotions and a campaign aimed at Spanish-speaking consumers.I think I caught the virus this afternoon when I got an email from Jonathon of Strategic Name Development, a consulting firm, about this new beer. The lads at SND actually have a blog and were kind enough to mention A Good Beer Blog in their post about this new brew. Having worked in Holland exactly 20 years ago right now I am a big fan of Heineken and will try the light beer if I find it. If you try it let is know what you think by posting a comment.