‘Delicioso’: Heineken Premium Light Adds Hispanic Campaign

In a delicious world, perfection is in the details. As imagined by a beer connoisseur in the new Heineken Premium Light spot targeting Latinos, the imported beer is created with scrupulous attention — from brewing to the filling of the bottles to being readied for distribution — and, naturally, all within a utopian world populated by beauties such as Mexican model Elsa Benitez and her friends.

The spot, developed by New York-based Hispanic lead agency The Vidal Partnership, launched March 15 on all major Spanish-language networks, with radio, print and online components. It’s just the start for the far-reaching platform called “Descubre lo Delicioso” (Discover Deliciousness), which will focus not only on the taste but the catchet of being a “light” premium import.

The brewer’s first Spanish-language site, www.heinekenlight.com/espanol, has partnered with three major Hispanic portals, Univision.com, terra.com and batanga.com, to drive the message and create awareness, said Marimé Riancho, senior brand manager of multicultural markets at Heineken USA.

“We’re following a strategy that we’re calling roadblocking,” she said. “It’s going to be Heineken advertising via banners and other engaging interactive elements.”

Though there are similarities to the new general-market platform, “Irresistable,” Heineken spent time with Latino focus groups to winnow down its Hispanic consumers’ specific tastes, primarily men, ages 21 to 34.

“One of the things that we learned from last year was that perhaps our Hispanic campaign was a little bit too aligned with our general-market work,” said Andrew Glaser, brand director, Heineken USA. “Consequently, we weren’t really optimizing the opportunity.”

Hispanic spend has increased significantly this year, though specific terms were not disclosed. In 2006, Heineken Premium Light spent $3 million on Hispanic ads, with $48 million targeted for all media, according to TNS Media Intelligence.

High-profile music and entertainment events will bear the Heineken Premium Light label: the Billboard Latin Music Awards April 26 and, in the fall, the Latin Grammys. The brewer also plans to partner with Azteca América network for a unique branded event, slated for broadcast this summer.

That’ll be around the time Heineken Premium Light beer cans will be out. “It’s a traditional 12-oz. beer can: a little slimmer, a little taller, a little narrower in the waist,” Glaser said. “Generally, we believe much more elegant. When you stand it side by side with a bottle, it’s a beautiful pair.”