USA: Heineken Premium Light Goes to Berlin Cameron

Heineken USA has awarded creative chores for the launch of its Heineken Premium Light brand to WPP Group's Berlin Cameron United here after a review, sources communicated on December 22.

The projected media spend over the next year is more than $40 million, per sources. The line extension is the biggest brand launch in the Dutch brewer's history, and the product will be available exclusively in North America starting in March.

The White Plains, N.Y., client was unavailable for comment, as were the other finalist agencies, Publicis Groupe's Fallon in Minneapolis and sibling Publicis in New York.

Publicis continues to handle the client's Heineken and Amstel Light brands in the U.S. Billings on those accounts are $60 million and $25 million, respectively. Publicis had provided ad support for Heineken Premium Light while it was in four test markets this spring and summer.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .