Heineken Light set to make its euro debut in Ireland in coming weeks
The Dutch brewing giant Heineken has picked Ireland as the first European country for the roll-out of Heineken Light - the latest addition to its stable of beers, which includes Murphy's, Beamish, Orchard Thieves, Desperados, Tiger, Coors Light, and Fosters.
In addition, the company has chosen the Irish agency Rothco to develop a global advertising campaign for the new brand.
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.
The TV ad that will form part of the global campaign is currently being filmed in New York by Rothco and the award-winning director Steve Millar and is expected to be aired throughout the summer months.
The campaign will also include extensive promotion through outdoor advertising, digital, social media and PR as well as widescale on and off trade sampling in pubs and supermarkets
Rothco is one of several agencies that Heineken works with around the world and has been responsible for creating all of the brand's rugby-related campaigns, including 'The Kick' which featured the late Jonah Lomu and which aired extensively during Rugby World Cup 2016.
According to Sharon Walsh, marketing director of Heineken Ireland: "Heineken Light is another exciting innovation for us, 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 developing the campaign 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."
With 2015 revenues of €20.5bn and profits of €2.04bn, Heineken is one of the largest brewers in the world with a portfolio of more than 250 beers and ciders.
Sunday Indo Business