Heineken Holland's Advertising
ice dynamic and many-sided
Fellow-countrvmen
New bottling line in Pedavena
incorporates latest technology
HEINEKEN INTERNATIONAL MAGAZINE NR. 13
PAGE 7
They are active at trade fairs, the employees ofHeineken-Holland's
Advertising Service and Sales Promotion department. But they're
also present at all sorts of other events. Regardless of whether the
occasion is of a sporting, cultural or folklore nature. Everywhere
that our company's brand names (especially Heineken and
Amstel) can be brought to consumers' attention, the Advertising
Service department is present in some form or another. Sometimes
on a modest scale, yet effectively, with a few advertising signs and a
couple of banners. At other times with complete refreshment
counters, unusual vehicles and side-shows for youngsters.
The department forms part of
Heineken Nederland BV (the
Dutch beer organisation), but is
also active internationally. For
instance, in designing and
constructing stands for trade fairs
throughout the world. Advertising
Service also works for Heineken's
soft drinks and spirits businesses in
the Netherlands.
To gain a good idea ofall the work
done by Advertising Service, the
review below deals with its activ
ities separately. Mr. J.A. Vleghert
isthe head of Advertising Service.
The department consists of a
number of service activities:
events, stand building, outdoor
publicity, sales promotion and the
special vehicles service.
Events
"In our events service we employ
two types of people. The planners,
who handle the organisation of
events, and the 'doers'. The first
group concentrates on the prep
arations. They devise the approach
to sponsoring and consult with the
organisers on how the sponsor
money we've promised can best be
spent."
When everything has been
clearly planned, the 'doers' come
into action. They make sure that all
the required materials are supplied
and put into place in good time.
Some idea of the wide variety of
promotional materials can be
The employees ofEl Aguila's physical distribution department who paid
a visit to Heineken's Export Transport Department (ET.A.) and the
Zoeterwoude brewery last year were pleasantly surprised by a meeting
with their compatriot, Saint Nicolas. Santa Claus also hails from Spain,
arriving by boat each year to bring gifts for Dutch children on St. Nicolas
Eve. Santa also had surprises in store for the Spanish guests in the form of
chocolate letters.
Standing, from left to right: H. van Rumpt, H. van Gameren,F. Holvast
(all from ET.A.), G. Martinez, B. Chomet, R. Benavente, J. Martin and
F. Beukers. Seated around Santa Claus are: J. Rodriguez, M. Mansilla and
A. Garcia.
gained by taking a look round the
storeroom of Advertising Service.
Hundreds of parasols, refreshment
bars in all shapes and sizes, three
complete cellar beer lorries, stacks
of banners, advertising signs, flags,
not forgetting the bus which is
mainly used to house the judges
and officials during cycle races.
Stand building
The stand building department
is active for both Heineken-
Holland and internationally.
Smaller stands (up to 50 square
metres) for trade fairs throughout
the world are designed, shipped
and built up at their destination by
Advertising Service employees.
The department usually designs
the very biggest stands itself, but
their construction is contracted
out. When the stand building
department has its peak activity
periods, external manpower is
called in. In such situations the
Advertising Service employees
usually have a co-ordinating task.
"They have to make sure that the
publicity presentation is fully in
line with the Heineken house style
guidelines", explains Mr. Vleghert.
Outdoor publicity
The outdoor publicity section is
responsible for installing and
maintaining all Heineken adver
tising signs affixed to, in front of or
on top of buildings. This does not
necessarily mean a bar or a restaur
ant. A Heineken neon sign may
also have been installed on top of a
'neutral' building such as a block of
flats.
All cafés supplied with Heineken
beer in the Netherlands, some
20,000 in all, carry at least one il
luminated sign. In addition, cycle
racks and partition walls for
pavement cafés can be installed on
request.
Since 1 st January of this year this
department has also been in charge
ofa large proportion of the "Horeca
Shop" articles. Bar owners,
hoteliers and restaurant propri
etors can order outdoor furniture,
lanterns, partitions and wind
breaks from Advertising Service.
Sales promotion
Everything that has to be visibly
displayed by our own sales force,
by wholesalers and at trade fairs
forms part of the work of the sales
promotion service. For instance,
they prepare brochures on specific
subjects, such as how to clean and
maintain a dispensing unit. The
'Drinks Journal' magazine is also
compiled by the sales promotion
employees. This journal contains
details of the week's special offers.
Promotions for retail organisa
tions are also devised by the
employees of sales promotion.
Each campaign is then completely
geared to the needs of the relevant
supermarket chain.
Model T Ford
The 'special vehicles' service
always attracts the biggest crowds
during events. For all conceivable
types of events Heineken has an
appropriate eye-catcher, whether
in the form of the Heineken dray,
an old T-Ford fire engine, a T-Ford
sedan, an old-timer model A Ford,
an army jeep, the Heineken
Mailcoach, wheeled and floating
barrels, or the floating beer mat.
This beermat measures 7.5 metres
across and has proved a great
success since its introduction last
year.
One and a half months ago the new 'dual multi
purpose' bottling line was commissioned at the
Dreher brewery in Pedavena. The line has a total
filling capacity of50,000 ofthe 33-cl size bottles per
hour. The bottling line consists of two identical
halves, each capable of completely independent
operation. This means that one half can be used to
bottle Heineken beer, whilst bottles of Dreher are
simultaneously filled on the other. The new line
was developed by Heineken Technical Services
(HTB).
The principle of the dual line is not a new one. A
similar line had already been installed in Popoli in
1983. Because of the advance in technology, the
new line in Pedavena contains some novel tech
nical features. These ensure fast start-up ofthe line
and also minimise the number of stoppages.
The bottling line in Pedavena is fully PLC-
controlled. PLC stands for Programmable Logic
Controller, which is the replacement for the
traditional control and relay switching boxes. The
great advantage of the PLC is that it makes it
possible to intervene in the bottling process if
anything threatens to go wrong.
The PLC also serves to control the operation of
the bottle conveyor belts. If there is a danger that
one of the belts may become blocked with bottles,
a signal is transmitted to the PLC. The PLC then
automatically issues a command to the belt motor
to slow down. A substantial reduction in the noise
level is one of the benefits of this new system.
The floating beer mat is
the latest addition to the
'special vehicles' service.
It's big enough to serve as
a floating bandstand.
