HEINEKEN'S E - X - P - A
FOR A BIGGER 7
Heineken's
Holland Beer
with the
world's finest
lager
Meet Mr. Heineken's
HISTORY OF "MR. HEINEKEN'S"
iW»p0RfF-0
This year's Heineken's advertising
plans include new consumer and trade
ads that will appear in a greater list
of magazines, Sunday Supplements
and trade publications than ever be
fore. There will also be spot radio an
nouncements in many markets, and we
expect to test television and outdoor
advertising in more areas too.
The very familiar figure of "Mr.
Heineken's" that has been seen on our
menu covers, menu sheets and table
tents, has been selected as the theme
of our 1959 consumer and trade adver
tising.
We feel that "Mr. Heineken's" will
take his place in the American adver
tising scene, alongside such other fa
mous figures as the man with the eye
patch (Hathaway Shirts) "Psyche",
the White Rock girl (White Rock
Beverages) Little Lulu (Kleenex tis
sues) and Emily Tipp, the tip-top
lady (Tip-Top bread)
In our second consumer ad, we show
our Heineken's bottle and the very
popular Heineken's stemware glass in
the foreground, and a typical Ameri
can metropolitan area skyline in the
background. The result is an ad de
picting the wide-spread popularity of
Heineken's in America.
Both consumer ads are headlined
"Holland delights the USA every
day! with the world's finest lager."
In the ad featuring "Mr. Heine
ken's", we show what is typically Hol
land and in the "skyline" ad, we show
what is typically the USA. Therefore,
by alternating these two ads in each
publication, we provide the natural
bridge between Holland and Ameri
ca between our beer and the Amer
ican consumer.
"Mr. Heineken's" actually began as a wood carving, created in Amsterdam
years ago as an advertising symbol for Heineken's Holland Beer in 64 countries.
When Heineken's came to America with Mr. van Munching in 1933, so did
this symbol, on menu covers, table tents, etc.
For his debut in American magazine and newspaper advertising, a new statuett^
of "Mr. Heineken's" was executed by the prominent sculptor, Luis Antonio San-
guino, of New York City.
Fully agedNatural carbonation only
Brewed to Heineken's exclusive
old-world formula
GEN. U. S. IMPORTERS: VAN MUNCHING CO., INC., NEW YORK 36, N.Y.
