BOSTON Havas-owned Euro RSCG Magnet has been chosen to provide public relations support surrounding the launch of Heineken USA's new Heineken Premium Light Lager, the agency confirmed.
"We couldn't be more excited about leading Heineken Premium Light Lager's national launch and are grateful to Heineken USA for putting their trust in us once again," said Aaron Kwittken, CEO of the New York agency, in statement." Our teams around the country have the experience, energy and creativity to successfully introduce America to this fantastic new product."
Euro RSCG Magnet is the lead PR agency for the Heineken and Amstel Light brands in the U.S., as well as Heineken USA corporate affairs.
The shop acquired the assignment without a review "because of our AOR status with Heineken," according to Kwittken.
Euro RSCG Magnet's New York, Pittsburgh and Southern California offices are handling the product introduction. The assignment includes media relations and sampling events. The budget was not disclosed. The light lager will be tested in four markets starting in June.
The agency's client roster also includes Banco Popular North America and The Weather Channel.