WIOD WELCOMES
THE
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NEW "FAMILY" OF PRESTIGE HEINEKEN ADVERTISEMENTS
TO APPEAR IN 1974 NATIONAL MAGAZINE SCHEDULE
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RECORD VMCO $2,500,000 ADVERTISING PROGRAM
ANNOUNCED TO SUPPORT 1974 HEINEKEN SALES
Indicating increased support in '74
for the Heineken brand by VMCO,
an all-time high of $2,500,000 has been
budgeted for Heineken advertising
and sales promotion. The new VMCO
program, presented at nationwide Ad
vertising Meetings, includes expanded
schedules in major magazines and ra
dio, new full-page, full-color ads and.
improved point-of-sale material.
In addition to the Heineken "Re-
laxer" and "Beef 8c Beer" ads that ap
peared previously, several new adver
tisements have been added to the Hei
neken "family". Two new full-page,
full-color ads (left) "Oceans Apart"
and "Dutch Steak"will be scheduled
in '74. A 1/6 page "Translation" ad
will also appear in the same magazine
issues carrying the "Dutch Steak" ad.
In connection with a consumer Heine
ken Stemware offer, a 2/3 page, full-
color ad will feature both Heineken
Light and Special Dark Beer; and a
one-column Stemware offer ad will ap
pear opposite a full-page, full-color
Heineken ad at various times. Each
Heineken advertisement is a prestige
presentation of superiority, adding
weight to the imported/quality theme.
HEINEKEN RADIO CAMPAIGN
REACHES 560,000,000 in '74
A stepped-up Heineken radio cam
paign in major markets will make a
record total of 560,000,000 listener im
pressions during the length of the cam
paign in 1974.
Scheduled for three major selling
periods February and March, May
thru July, and October and November
a total of 25 solid weeks of Heineken
radio commercials will be aired during
'74. An average of 55 commercials per
week are scheduled in each major
Heineken market: New York, Chicago,
Washington, D.C., Los Angeles and
Boston.
Top-rated stations will carry the suc
cessful Heineken commercial and jin
gle that blends the theme "Heineken
Tastes Tremendous" No Wonder
It's #1!" with original music that
makes the Heineken "imported-qual-
ity" selling point a memorable one.
The Heineken radio campaign adds
even greater weight to the forty-four
full-color, full-page insertions sched
uled for Heineken in '74 in seven na
tional magazines.
FOR MORE SALES
IN MORE PLACES
We salute the following newly ap
pointed distributors and welcome them
into the fold of our happy family:
ïïétacfce». iluiland'afinnru
toterfe»'» öumtef otte
imported beer.
Ugistardark.
In ixmtes draft,
Em'haSm importer*:
Heineken tastes tremendous-no wonder it's number one.
"OCEANS APART"
"DUTCH STEAK"
GASPER A. MIRISCIOTTA
SILVIO TONTI, D/B/A GEM
DISTRIBUTING COMPANY
Washington, Pennsylvania
CADILLAC BEVERAGE INC.
Cadillac, Michigan
FEDERL DISTRIBUTING CO., INC.
Brown Deer, Wisconsin
MIAMI, FLA. The '74 VMCO So. Div. advertising meeting was recently convened at WIOD-Radio by
Mr. L. van Munching, VMCO Pres. (fifth from left)). Attending were: (I. to r.) VMCO's Jack Hymes, William
Coats, Allen Herron (Div. Mgr.), Ed Abdella, Mr. L. van Munching, Robert Griffin, Mrs. Sandy Jones (VP
Doremus-Uptown), Hal Trombly, Don Sheldon (VP, Gen. Mgr., Doremus-Uptown), Sam Hardy, Sam Palaio.
