The brand will be advertising in the WeighWatchers magazine, as well as on its website and weekly email newsletter. The message will focus on its “60 calories per 125ml glass, 100% taste” proposition.
Print advertising will appear in national consumer press, including Hello, Glamour, OK and Good Housekeeping magazine.
The six-month campaign begins in January and is predicted to reach 5 million women.
Brand manager Neil Marolia said: “We are confident that with a quality product and an on-target marketing strategy, Banrock Station Light can take the lead in the market, as the number one lighter drinking option with a taste consumers enjoy.”