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

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The Windmill | 1985 | | pagina 1