aurant Club Sales
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HEINEKEN'S ADVERTISING
PROGRAM IN FULL SUPPORT
OF SUMMER SALES
The "Jingle in Print" Heineken's
national advertising campaign now in
full swing, has become very helpful to
our trade, and there is substantial evi
dence that it is well received by Heine
ken's consumers everywhere.
During the summer months, our
Heineken's ads will continue to appear
in NEWSWEEK, HOLIDAY, PLAY
BOY, DINERS CLUB MAGAZINE
and CARTE BLANCHE Magazine, as
well as the Sunday Magazine Supple
ment of 30 newspapers and, in some
cases, daily newspapers, radio and out
door billboards.
The schedule during the latter part
of June, July and August will not be
eased in any manner. Our magazine
ads will appear every month, and the
Sunday Supplement ads will continue
on an alternating week schedule.
The trade advertising program
which backs up the intensive Heine
ken's consumer advertising will also
continue right through the summer
and the fall.
Now is the time for all of us to take
full advantage of this advertising pro
gram with increased use of Heineken's
point-of-sale material to capture every
possible sales opportunity during the
important selling months ahead.
HEINEKEN'S SERVED EXCLUSIVELY
AT WORLD ENTERTAINMENT
GOLF CHAMPIONSHIP
Hollywood's most talented actors,
producers, directors, writers and others
connected with the film industry, com
peted in the World Entertainment
Golf Championship at the Los Coyotes
Country Club last month. For this af
fair, Heineken's was selected as the
only beer (domestic or imported) to
be served to this select group.
We understand a wonderful time
was had by all. A tremendous amount
of Heineken's was consumed.
In the photo above, the Chef of Cafe Chablis serves corned beef sandwiches to our Mr. Pat Kenneally,
VM Co. representative, Mr. Leo van Munching Jr., Vice President of VM Co. and Mr. Bill Mallick, host of
the Cafe Chablis. The "carved to your order" corned beef sandwich is combined with a glass of Heineken's
as the luncheon special of this famed restaurant in the suburbs of Chicago.
The Cafe Chablis, formerly a private key club, is noted for its superiority in food, service and appointments.
Morgen's Restaurant in the heart of New York's Fashion Industry, features a bottle of Heineken's with an
Imported Holland Herring Salad. The salad is served in a wooden shoe to lend atmosphere. Here we
see Mr. Frank La Rocca, VM Co. representative, Mr. Volk, of Morgen's Restaurant, and our Mr. James
Connelly, Vice President of VM Co., reviewing the combination offer.
