During the fall, VMCO has mounted a strong "Holiday Thrustadvertising
campaign to further holiday sales during the important Thanksgiving, Christ
mas and New Year's Holiday Season. Consumer advertising will appear in four
major national magazines and on television in seven major Heineken markets.
Full-color advertisements will appear nationally in New Yorker, Sports
Illustrated, Newsweek and Time magazines during October through December.
Thirteen insertions will reach over 23 million readers to remind consumers of
"The #1 Imported Beer in the U.S.A." during this important selling season.
Television is also scheduled during November and December and will consist
of strong schedules of 30-second color commercials appearing in New York,
Washington, Philadelphia, Boston, Los Angeles, Chicago and Miami.
HEINEKEN SPECIAL DARK BEER FALL PROMOTION
HEINEKEN "HOLIDAY THRUSTCAMPAIGN
FEATURES TELEVISION MAGAZINE ADVERTISING
Heineken
A fall promotion for Heineken Special Dark Beer was recently announced
by Mr. Leo van Munching, President of Van Munching 8c Co., Inc.
Heineken Special Dark has long been a favorite for its rich and satisfying
taste, and will now be available in increasing quantities since brewery capacity
has been increased to meet the consumer demand. To tie-in with the tradi
tional fall dark beer season, there will be special promotional activity which
will include special point-of-sale material and a new Heineken Dark Beer
Booklet.
Results of the promotion to-date
have been excellent as acceptance in
creases throughout the country and
Heineken Special Dark Beer becomes
increasingly available. As Mr. van
Munching recently observed, "As a
worthy companion to Heineken Light
Lager, Heineken Special Dark Beer
provides increased profit opportunities
for wholesalers and retailers who have
already noted the upward trend of
imported beer sales and the high profit
margin provided by imported beer." ^of-Scle Material
DALLAS, TEXAS—A Tulip Festival at the Statler
Hilton Hotel featured delicious Dutch food and
Heineken Beer. Developing the successful event
were (I. to r.) Michael Garvin, Hilton Food Bev.
Mgr.; Travis Keel, Sis. Mgr., Glazer's Wholesale;
Nelleke Keller, Hilton Hostess; and Roy Curry,
VMCO, Central Southwestern Div. Sales Mgr.
DETROIT, MICH.—The Hollandia Society sponsored
a "Heineken Tent" during the Scandinavian Festival
held this summer. Forty-three barrels of Heineken
were happily enjoyed through the efforts of (stand
ing I. to r.) Al Miller, VM CO, Mr. Over, Pres. Hol
landia Soc.; Paul DeNoyers, Don Lee Distributing.
KANSAS CITY, MO.-1,500 people enjoyed Heine
ken on draught at one of many successful Mosler
Safe parties. Standing amid colorful Heineken deco
rations are (I. to r.) Robert Epstein, Gen. Std.;
Robert Waselewski, VMCO; and Robert Myron, Dir.
of Advtg. for Mosler Safe who sponsors these well-
attended events throughout the country.
TV Commercial National Magazines
30-second
color TV
commercial
Heineken Holland Beer.
The #1 imported beer
in the U.S.A.
