Heineken is currently investing about $50m in the launch of its new Premium Light beer. Part of the budget will be dedicated to online marketing and advertising. Online ads are already running on sites which reach 25 to 29 years old men, driving traffic to a flashy and stylish site (by Berlin Cameron United) where the new beer is unveiled. A (not so) viral video is also part of the effort, with "master mystifier Criss Angel attempting a jaw-dropping escape in the hear of NYC"...

Print and TV ads are also part of the most expensive product launch Heineken has ever done.

[news via Brand Republic]