Heineken
Heineken Premium Light Launch
MSLGROUP orchestrated a launch highlighting the Heineken Premium Light, the first new Heineken product extension in the company’s 133-year history. MSLGROUP Entertainment worked closely with the agency’s core PR team to fully flesh out the program. Kicking off the launch with a dramatic launch event in Times Square, master illusionist Criss Angel announced the launch of the new product and performed a death defying stunt symbolizing Heineken’s breakthrough into the new light.
Additionally, the team orchestrated eleven launch events in key markets for consumers, significant distributors and bartenders/owners as well as celebrities and local VIPs. Some of the celebrity hosts for events included: Wilmer Valderrama, Tyson Beckford, Jesse Metcalfe, Damien Fahey and Ricardo Chavira. The Heineken Premium Light launch garnered 104 million media impressions and received 116 target media placements. More than 6,500 tastemakers and 70 celebrities attended HPL events, consuming just over 1,100 cases – and generating tremendous results for the brand.