VMCO MULTI-MILLION DOLLAR '74 PLAN PROMOTES HEINEKEN ^The Windmill PUBLISHED BY VAN MUNCHING CO., INC VOL. XXV, NO. 1 SPRING, 1974 Do Our Dlappy. Damily: We have prepared a special WIND MILL issue 1974 on the occasion of the mutually sponsored Press Party on April 10th with our advertising agency, Dore mus Co. and its affiliate, Doremus Up town, Inc., announcing to the national press, radio and T.V. the substantially in creased Heineken advertising program for the year 1974. The affair was a great success, far more in attendance than we had hoped for, and undoubtedly added much to the standing and image of the Van Munching Com pany's place in the alcoholic beverage in dustry. You will note from the various pictures in this issue that the atmosphere was one of happiness and success especially since the first quarterly sales figures showed shipments to our wholesalers in excess of 22% over last year. However, I believe a word of warning is well in order at this time. The economic conditions in the United States generally are not good and we do not know what will happen for the balance of the year. Credit conditions and prime rates at banks are at an alltime high and all of our rep resentatives should take special note that wholesalers should not be asked to main tain inventories of over sixty days despite the possibility of a shipping strike, pos sibly resulting in requests by wholesalers for increased credit terms or arrange ments. We are optimistic for the future because of the increased advertising, radio and other advertising planning and the great acceptance for Heineken Beer by the consumer. Cordially yours, Mr. L. van Munching (second from right), VMCO Pres., announced the record $2,500,000 advertising and promotion program for Heineken Beer in 1974 at a recent New York press party. Representatives from the VMCO/Heineken advertising agency were Mr. F. E. Schaffer, Chm. (r.), Mr. G. B. McMennamin, Pres. (2nd from I.) of Doremus Co.; Mr. D. Sheldon, VP, (center), Mr. G. Gramm, VP of Doremus-Uptown. At a recent press'party held at the Netherlands Club of New York, Mr. L. van Munching, President of Van Munching 8c Co., Inc. announced the 1974 advertising and promotional pro gram for Heineken Holland Beer. The record $2i/2 million dollar VMCO program includes two new full-page, full-color national magazine ads for Heineken which proudly proclaim its primary position and emphasize the "imported from Holland" theme. One of the interesting new full-page Heineken advertisements is in the Dutch language to dramatize the "im ported" theme. This full-page, full- color ad is supplemented by a separate, smaller translation ad, which trans lates the Dutch message and is posi tioned after the new full-page insertion. The "imported from Holland'' theme is also carried out in the other new full-color, full-page Heineken ad vertisement. It portrays an ice-cold bottle of Heineken being enveloped by foam-white waves at the ocean's edge, and is headlined "Oceans Apart From the Ordinary". The same stress on "im ported" also comes through in radio, outdoor and p.o.s. material. At the gathering, Mr. van Munching noted that Heineken had enjoyed an other record-breaking year more than five million cases sold. And as the sales of Heineken has increased, so the advertising and promotional support for "The #1 Imported Beer in the U.S.A." has increased to the new record level recently announced for 1974.

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The Windmill | 1974 | | pagina 1