Heineken Premium Light
"Share the Good" Campaign «-
Jacques sponsors UK summer
concert series
World of Heineken 38 - summer 2008
After only two years on the American market Heineken
Premium Light is now one of the USA's leading imported
beer brands. To build further on this success, Heineken
USA has launched a new groundbreaking campaign
called "Share the Good". The campaign is designed to
stimulate trial of the brand amongst light beer drinkers
and to encourage new consumers to share their new
found treasure with others.
'"Share the Good' is an initiative that taps into people's
inherent desire to seek out new experiences and then
share them with others," says Brian Citron, Senior
Brand Director, Heineken USA. "It's more than an
advertising tagline; it's a movement that encourages
people to try new experiences. The campaign builds on
the power of people connecting with one another over
a great tasting beer, empowering them to share their
'new find' with friends."
The TV ad shows consumers passing along a Heineken
Premium Light to others, so bringing to life the idea
that the brand can be enjoyed in diverse social settings.
The "Share the Good" credo will drive all activities for
Heineken Premium Light in 2008, including on and off
premise sampling, digital/interactive media, television,
print, radio, out-of-home, public relations initiatives and
mobile marketing events.
www.heinekenlight.com
Jacques, the premium imported Belgian fruit cider, has
announced the line up for this year's "Music on a Summer
Evening" concert series, in association with English Heritage.
In 2008, open-air concerts will be held in two of the UK's
most stunning locations; Kenwood House in Hampstead and
Audley End in Saffron Walden. The concerts will offer a truly
unique and memorable experience to share with family and
friends.
This year's line up is set to be the best to date, including
the founder of the Beach Boys Brian Wilson, Grammy Award
winner Van Morrison and the Latin legends the Gipsy Kings.
"This is the second year Jacques has sponsored 'Music on
a Summer Evening,"' says Lisa McAleese, Brand Manager
Jacques at Scottish Newcastle UK: "We are delighted to be
retailing and sampling the product at all the picnic concerts.
The events provide the perfect environment and occasion for
Jacques to engage with our target consumer."
www.picnicconcerts.com
Enjoy Heineken U#f Responsibly
4
