Neil Patrick Harris new face of Heineken21st July, 2014 by Lauren Eads
US actor Neil Patrick Harris has signed up as the new face of Heineken USA, releasing a series of ads mocking the country’s alcohol advertising regulations.
Harris, best known for playing the role of Barney in How I Met Your Mother, will front an 18-month campaign promoting Heineken Light in the US.
The appointment is an effort to boost the brand’s appeal within the country’s crowded ‘light beer’ category. Reports state that sales of the beer had dropped 36.7% between 2007 to 2012 according to the New York Times.
Heineken USA reformulated the beer last year, and redesigned its packaging, adding cascade hops following research which indicated 40% of 21 to 27 years olds prefer a “fuller flavoured light beer” — mirroring the ever-increasing popularity of hoppy craft beers.
The campaign pokes fun at certain alcohol regulations in the USA which don’t allow spokespeople to actually drink the beverage on camera, with Harris quipping in one ad: “Apparently there are rules about drinking beer in commercials, so I’m drinking it over here. [Off-screen] Ahhh, tastes good.”
Colin Westcott-Pitt, VP Marketing of Heineken USA said: “We want everyone to try Heineken Light this summer and we think Neil Patrick Harris is the perfect guy to help tell the world that this is the best tasting low calorie lager in a witty and humorous way.”