Heineken Ad Budget Up $3 Million More .Amstel $1 Million 'Ar Where There's SportsThere's Heineken PUBLISHED BY VAN MUNCHING CO., INC. Fall, 1982 VOL. XXXIII, No. 3 Merry Christmas Tree! Remember this picture from the Spring, 1982, Windmill? We're repeat ing it to remind you that this coming Christmas, a Heineken tree is a dynamite idea for stores in your territory. Make it big! (This one had 265 cases of Heine ken) add green holiday roping coming down from the "tree top," some Christmas decorations hung on the rop ing and you've got a fantastic selling dis play. Last year, trees like this were put up by Alaska Distribution Co., Seattle, Wash, three weeks before the Christmas season started and they sold out before the season was over! Plan ahead! VMCO has again increased ad budgets this year by $4 million. Heineken's increase includes network TV, as well as spot TV in sixteen major markets. The boost for Amstel focuses on a new print campaign in eleven major markets. Heineken is the only imported brand using network in its ad mix. The additional Heineken schedule will feature 30-second commercials on se- All year long and all across the country Heineken is involved heavily in sports simply because people who love sports love Heineken. Some fairly recent sport events at which Heineken was starred, include the Sun Bird Cup, 1982 Tournament of Champions at Grenelefe, Florida. VMCO Rep Sam Hardy reported sales of lected NFL football telecasts on CBS and NBC, NCAA football on CBS, ABC Wide World of Sports and intensive cov erage on CBS of the U.S. Open Tennis championships. The new campaign for Amstel will be in print mediaSunday newspaper supplements and city magazinesto in troduce the new Amstel Light theme, "95 calories never tasted so imported." nearly 200 cases of Heineken at the Grenelefe resort. The Federation Cup at Santa Clara, California, a major tennis tournament whose program carried full color page ads for Heineken and Amstel. Our re freshment stand in the Decathlon Club, where the tournament was played, did a fantastic job of quenching spectator thirst between matches. Sport Magazine, August issue, carried the Heineken 1982 Monday Night Foot ball Guide, a four color folder that lists all games and starting times. This is an annualand very popular Heineken promotionwith football fans. New, dramatic wallplaquea Heineken giant "On Tap Bottle Cap" for premium draft accounts. It's nineteen inches in diameter with raised letters in white, gold and greenvisible on the wall across any crowded room. Comes polybagged, two to a carton. For more sales, get 'em up! At the Federation Cup, giant Heineken and Amstel banners marked the spot where attendees could get Heineken and Amstel refreshment. Heineken Monday Night Football Guide which ap peared in August Sport magazine. Surrounded by Heineken Umbrellas are, left to right, Jack Van Hart, Sales Manager of Apex Distributing, Lakeland Florida, Mike Clements, Owner of Zimmerman's Lounge and Lyonal Lindsey, Jr., V.P. and General Manager of Apex during the Sun Bird tournament.

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The Windmill | 1982 | | pagina 1