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NEW YORK Heineken USA today launches a new campaign for its Heineken Premium Light beer that carries the tagline “Irresistible.”
A 30-second spot in which the HPL bottle is depicted as a “diva-like” celebrity debuts on network TV and spot cable and will run in heavy rotation for the next seven weeks on programs including 24 and Prison Break and during NCAA basketball, NBA and NHL coverage.
“What we’ve been trying to do strategically is re-introduce the market to the glamorous side of beer,” said client brand manager Andy Glaser.
“Building
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