Heineken this week will launch its first extensive Internet advertising campaign to promote its latest light beer brand. Heineken will be running so-called ‘pop-up’ ads on Yahoo, MSN and ESPN, among other websites.Heineken USA CEO Andy Thomas told the Financial Times the move is “one of the biggest ambushes on the internet.” Beer companies have been increasingly using new media such as the Internet to boost their ad campaigns. Anheuser-Busch has recently advertised video streams via AOL and Google aside from its TV ads for Super Bowl. Heineken has set aside around $50 million on the launch of ‘Premium Light’ in the US, targeting young drinkers. The Dutch brewer is also playing catch-up with its US rivals after currency effects and tough competition dented its annual sales and profits last year.