NEW YORK (TheStreet) -- Beer giant Heineken wants millennials watching their waistlines while guzzling booze at their local watering hole to give its new light beer a try. So much so that it's willing to slap a money-back guarantee on the product.
On Monday Heineken, the world's third largest brewer, launched a new marketing campaign to bring awareness to its reformulated light beer. "The Best Light Beer You've Ever Tasted, Guaranteed!" television spot, hosted by Heineken pitchman and 2015 Academy Award host Neil Patrick Harris, highlights the beer giant's offer of a free six-pack should a customer not like the taste.
The tweaked Heineken Light, a brand the Dutch brewing company admits has largely been an afterthought, has 99 calories and roughly three grams of carbohydrates per bottle.
"About two years ago, we took a look at our Heineken Light business, and we felt like there was an opportunity to make an improvement, and part of that came down to taste," said Quinn Kilbury, senior director at Heineken.
The packaging has also been touched up a bit to include a white case that sticks out on crowded beer shelves. Further, Heineken is in the process of installing its "smart tap" system at bars worldwide. The tap has an improved internal mechanism designed to pour a better beer, as well being visually imposing on the bar -- the tap itself is roughly two feel tall and made with a shiny silver gloss.
Heineken's latest effort takes aim at Anheuser-Busch InBev's (BUD) - Get Report dominant low-calorie beer, Michelob Ultra. An Anheuser-Busch spokesman told AdAge recently that Michelob Ultra's overall media spending for the year will be at its highest levels ever in its 13-year existence. A big push for Michelob Ultra is planned for April, along with "boarding passes" being placed in Ultra Packs giving drinkers a chance to win unique experiences such as a round of golf at TPC Sawgrass.
Similar to Heineken Light, Michelob Ultra's packaging will also get touched up a bit, going from its traditional cream to white. Michelob Ultra has 95 calories and 2.6 carbs per serving.
The push by Heineken with its light beer may help it boost its financial performance in 2015. Recently, the brewer forecast its beer sales and profit margins would grow by a slower rate in 2015 following a year that was boosted by aggressive expansion in emerging markets and consumption driven by the World Cup.
This article is commentary by an independent contributor. At the time of publication, the author held no positions in the stocks mentioned.