Heineken USA made the announcement this afternoon, one day after Berlin's co-finalist, Wieden & Kennedy, Portland, Ore., dropped out of the review, leaving Berlin the last man standing. Wieden left the pitch citing a difference in strategic direction with the client.
Successful launch of Light
Berlin now handles creative duties on the two heaviest-spending import beer brands. It already handled the successful $55 million launch of Heineken Premium Light last year, which saw the start-up brand grow into the No. 9 import, according to Beer Marketer's Insights. Heineken recently said it expects to increase Heineken Premium Light media spending to $70 million for the year, believed to be the most ever spent on an import beer brand.
Heineken lager, the No. 2 import in sales (behind Corona Extra) and media spending (behind Heineken Premium Light), grew by 7.3% last year.
"Throughout the review process, Berlin Cameron brought to their work a deep understanding of the Heineken brand together with an exciting and powerful vision of how it should be brought to life creatively," said Ken Kunze, chief marketing officer, Heineken USA. "We enjoyed tremendous success and chemistry with them on the Heineken Premium Light launch and they consistently carried that passion, energy and creativity into their thinking for both Heineken Lager and Heineken Premium Light during the review."
Amstel Light brand
The review, which began last summer, did not include Heineken's slumping Amstel Light brand, which is handled by Publicis, New York.
Through the first nine months of 2006, Heineken and Heineken Premium Light spent a combined $67 million in measured media, according to TNS Media Intelligence.