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T.V. Outdoor Store Displays
Promote Heineken's in South Florida
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Florida is the annual home to mil
lions of Americans on vacation as well
as equally large numbers of local resi
dents.
The importance of this market to
the growth of Heineken's was estab
lished many years ago as tourists were
introduced to Heineken's in these most
pleasant surroundings. These tourists
have become devoted customers in
their home towns across the country.
Our advertising and promotional
program makes its debut in South Flor
ida. In addition to a television cam
paign on all three Miami stations,
Heineken's has joined forces with an
other leader in its field, the largest
selling Dutch ham, UNOX brand, in
an outdoor advertising program and
in-store display campaign.
Six strategically located billboards,
as shown in the lower right, are a part
of this winter and spring advertising
program. Each painted billboard is
embellished with an oversize Heine
ken's bottle.
The tie-in between two such quality
products from Holland is quite nat-
~ural, and is evident by the headline on
the billboard which we use:
"WORLD'S FINEST Imported from
Holland".
Joint store displays featuring Heine
ken's Beer and Unox Ham have been
set up in leading groceries and super
markets throughout South Florida.
These displays are contracted for
with the supermarkets in advance and
set up on a regularly scheduled itin
erary.
National and Local Heineken's
Advertising Plans Nearing Completion
A most comprehensive advertising
campaign adding many new markets
for local impact is now being finalized.
The completed program will be aimed
at the above average socio-economic
class. There will also be emphasis on
the ever growing mass market from
which we have been getting new cus
tomers each year.
The consumer advertising program
which will be detailed in the next issue
of the Windmill, will be supported by
a hard hitting trade advertising cam
paign featuring full page advertise
ments as reproduced on the back page
of this issue.
Thirty-four trade publications will
carry the advertising schedule to on
and off-premise retailers across the
country.
Mi - f J
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