To promote its newly reformulated Heineken Light, Heineken USA has launched the “Best Tasting Light” campaign featuring three-time Emmy award winner and Tony award winner and host, Neil Patrick Harris. The Heineken Light recipe still contains just 99 calories but now features the addition of cascade hops, commonly used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish. Industry research revealed that 40% of 21-27 years olds prefer a fuller flavored light beer [Consumer Edge Insights’ Beverage DemandTracker]. To meet consumer demand, Heineken leveraged its 150 years of brewing expertise to enhance the flavor of Heineken Light. The Heineken Light creative will feature a new TV commercial starring Neil Patrick Harris and will celebrate the “Best Tasting Light Beer” award the brand received at the 2013 World Beer Championships. In addition to the reformulation of Heineken Light’s brew, Heineken redesigned the packaging. The Heineken Light STAR Bottle has a taller, slimmer neck and curved embossment and now, just in time for the summer, consumers can purchase Heineken Light in a new, sleek 8.5 ounce Slim Can. It’s ideal for refreshment occasions such as outdoor parties, BBQs and rooftop pool parties. The newly designed cans were introduced in July to appeal to drinkers who have a high affinity and appreciation for quality design and great tasting low calorie lager. The launch will be supported through a mix of traditional and paid media, digital, PR, and experiential marketing. The brand will also carry out extensive sampling.