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Case studies
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 Heineken: Launch of a New Product |
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Heineken USA tapped RLPR in 2006 to help introduce a new light beer: Heineken Premium Light. This would mark Heineken’s first new product launch in decades, as well as its first time using Hispanic PR as a communications vehicle.
RLPR developed and executed five Hispanic consumer events in Chicago, Houston, Miami, NY, and LA and leveraged them to secure media coverage and foster awareness for the product introduction among Hispanics. The agency also executed targeted media efforts for product specific profiles.
As a result, Heineken Premium Light was featured in more than 44 media outlets in less than four weeks, totaling approximately 20 million impressions Based on this success, RLPR is now Heineken USA’s Hispanic Agency of Record.
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