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New Heineken's T.V. Announcements
Shown in Miami
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All three Miami television stations are carrying the new Heineken's TV
commercials to many millions of viewers each week. These new spot announce
ments were prepared in Holland by Dollywood, world famous for their puppet
animation and creativity in TV advertising.
The Heineken's TV advertising campaign is a part of a triple barrelled
promotional program aimed at the local and transient population in South
Florida, the country's most popular resort area.
See Miami advertising story inside.
The Windmill
PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y.
VOL. XIII, No. 2
EDITOR: EDWARD W. RAMM
FEBRUARY, 1962
^Jo Our Olappy. ^}amiivA
ALTHOUGH 1962 so far has brought
severe winter conditions to many parts of
the United Statesit ivould seem that this
has not at all affected our Heineken's sales in
these territories. In the warmer climates of
CaliforniaArizona and Floridasales are in
creasing at a nice pace. Let's hope that this
keeps up in the forthcoming months.
We are presently completing our national
advertising plans. Our 1962 advertising cam
paign will be by far the largest and most ag
gressive program we have ever undertaken in
behalf and in close cooperation with our sup
plier in Holland. This campaign will not only
include a much larger number of local news
paper ads which will be exposed to over 15
million readership, but in addition, we will
have regular advertisements appearing in such
national magazines as THE NEW YORKER,
HOLIDAY, PLAYBOY, SPORTS ILLUS
TRATED, GOURMET, DINERS' CLUB
magazine and CUE. These ads will mean an
other exposure to over 5 million readers and
henof coursewe will have ads running in
many of the trade publications. And that is
not the end of our advertising plans for 1962!
Presently, in Floridawe are running 24
times weekly T.V. spot announcements in ad
dition to 6 attractive billboards and a super
market sales promotion program which we are
doi?ig, as a new venture, in conjunction with
the largest Dutch ham importers, Unox Hams.
We are also planning radio spot announce-
ments for later in the season.
In Texas, Arizona, New Mexico and other
Western markets, we are preparing either ra
dio or T.V. spots to best fit local conditions.
In other words, we are emphasizing in our
entire advertising planning for this year the
local needs in the various territories instead of
concentrating on national advertising. We be
lieve that this planning will be more appreci
ated by our wholesalers throughout the
country as it does more justice to the many
smaller territories where we continue to build
volume.
We are also making available to our whole
salers and our own staff larger quantities of
attractive point-of-sale, the use of which in the
retail trade is so very important to larger sales.
I was very pleased to hear the other day at
the American Brewers Convention in Miami
that the future of imported beer sales in the
United States seems to be a foregone conclu
sion by domestic brewing circles. Since the
entire beer imports represent less than 7% of
the American brewing capacity, there should
be plenty of opportunity for our leading brand
to surge ahead.
It is with much regret that we announce the
resignation of our Editor, Ed Ramm, from our
WINDMILL and Advertising Department and
we wish him the best of success in his future
endeavors.
Cordially yours,
