V V 9
Great new theme Sparks '85 sales drive
"Work with the l's that deliver"
PUBLISHED BY VAN MUNCHING CO., INC.
Vol. XXXVI, No. 1
Spring, 1985
That's the keynote theme of the Van
Munching Co. 1985 advertising and
marketing campaign unveiled at the an
nual Advertising Meeting on January 25
in New York.
"Come to think of it," that basic theme
makes a lot of marketing sense. Particu
larly when you consider that in 1984
sales of HEINEKEN, AMSTEL LIGHT
and GRIZZLY were all up—big.
Why?
Lots of good reasons.
Superior product in every category.
Superior distributors. Superior salesmen
and staff. Outstanding advertising on TV
and radio, in top consumer magazines
and trade papers—plus eye-catching,
sales stimulating promotions and P.O.S.
Maintaining and increasing that mo
mentum is the big challenge for 1985.
And the l's that deliver—Heineken, Am-
stel and Grizzly—will spend more on ad
vertising and promotion than ever
before to help meet that challenge.
Nearly 30 million dollars in '85, all
told. Over $20,000,000 on HEINEKEN
alone; $5,000,000 on AMSTEL; and
more than $3,000,000 worth of total
Getting the good word...
Shown at the Advertising kick-off meet
ing for '85, from left to right: Dan Neglia,
Eastern Division Mgr.; Bob Waselewski,
MidWest Division Mgr.; Bob Kenney,
New England Division Mgr.; Doug Brod-
man, Special Projects Mgr.; Allen Acker-
man, VP Western Division Mgr.; John
McAna, Vice President National Sales
Mgr.; Leo Van Munching, Jr., VMCO
President; Ken Blair, Ass't National Sales
Mgr.; Ron Bleau, Central Division Mgr.;
George Kahl, Ass't National Sales Mgr.;
Roy Curry, Southwest Division Mgr. and
Fred Otto, Mid-Atlantic Division Mgr.
support for GRIZZLY, authentic Cana
dian lager.
More of everything that works for
Heineken
In 1985, we'll be spending more on
local and national television than all the
other imports combined! "Come to
think of it" commercials on many of TV's
most popular shows, including: 60 Min
utes, Hill Street Blues, Super Bowl and
the NCAA will provide local and national
sales messages generating more than
450 million buying impressions.
At the same time, we'll be spending
more money on magazine advertising
than any other beer in the world!
Four million dollars on beautiful, four-
color pages in big circulation, national
magazines that our customers read, in
cluding: Time, Playboy, Sports Illus
trated, Newsweek, Rolling Stone.
Advertisements in more than 20 major
national magazines making another 460
million impressions.
All over the country too, people will be
hearing nine (9) compelling "Come to
think of it" commercials; $6,000,000
worth of constant reminders, during
Division Manager of the Year
Ron Bleau, (center) VMCO Central Divi
sion, was named Division Manager of
the Year during the Annual Division
Managers' Meeting in New York City.
Presenting the award were John McAna,
VMCO VP and National Sales Mgr.
(right) and Leo Van Munching, Jr., Presi
dent (left) who said, "This honor is richly
deserved. Ron has been an important
member of our team for nearly eight
years and has demonstrated unusual
skill and dedication in expanding the
sales of Heineken, and steadily increas
ing the sales of Amstel and Grizzly too."
prime listening time of America's #1
Imported Beer.
There'll be special promotions for Col
lege Spring Break, St. Patrick's Day, and
the ECAC Basketball Tournament, too.
And you'll find special HEINEKEN
ads all through the year in official pro
grams and schedules for major golf tour
naments, baseball, N.H.L. hockey and
college football games.
Besides that, we'll have more—and
better—P.O.S. than anybody else in the
business. A brand new flourescent win
dow sign, more dramatic bottle toppers,
price cards and impactfull bulls -eyes.
Then, we're supporting "Work With
The l's That Deliver" with a special
"We'll Make You Thrive in '85" advertis
ing campaign to major buying influences
that will appear in fourteen of the most
highly read trade publications.
In short, in '85, there will be more of
everything we can do to insure another
banner year for HEINEKEN—America's
#1 Imported Beer.
In 1985, all of us at Van Munching
Company are determined to deliver
you more of whatever you need to sell
our brands. Because you have delivered
for us. Yes, working together we've
made Heineken America's #1 selling
imported beer. We've made Amstel
Light America's #1 selling imported
light beer. And last year, our combined
efforts made Grizzly the most success
ful imported beer ever introduced.
We take pride in these remarkable
achievements, and so should you. For
it's your support and hard work that
have contributed to the unparalleled
success of our three beers: Heineken,
Amstel Light, and Grizzly.
And in 1985, we're determined to
continue to support your sales efforts
by leading the pack in every area of im
ported beer marketing. So let's build
on our success and continue to work to
gether for yet another record breaking
year. We can make it happen if we work
with each other...
the l's that delive
Leo Van Munching, Jr.
President
