All of our humble attempts to do our job sober just went completely out the window. Not only is Heineken Light going to replace our Frangelico laced mochas, but we are now going to be lured by the beer at every web corner we turn.

To reach the intended audience of drinkers — mostly men ages 25 to 29 — Heineken USA will unleash a barrage of advertising on Web sites like espn.com, foxsports.com, maximcom, msn.com, stuffmagazine.com and yahoo.com.

Oh, wait. We don't ever look at any of those sites ever. (Ok, sometimes we glance Yahoo, but only under the guise of news.) The only way we would ever look at Stuff's site, actually, is if they decided to form some secret hidden message advertisement, and started giving away free beer.

Betting on the Web to Sell a New Light Beer [Stuart Elliott, NYT]