Heineken has a heart-to-heart with Publicis. They want -- they need -- better creative thinking for their new Heineken Light. And so they do. In fact, it's going to take a freaking creative Einstein to keep people from noticing the beer tastes just like tap water. But the bottle is elegant.
In other news, brewers may have finally learned the error of their ways: "'People will tell you that beer is not sophisticated enough, or stylish enough, to compete with wine and spirits,' says Tom Long, Miller's chief marketing officer. 'Why do they think that? Well, I believe it's because we told them.'" Mr. Long: I want to shake your hand.