4
Calle Ocho. OLE!
Heavy Ad Support
for Summer Sales
Brisk business at the Heineken umbrellas.
Nearly 1,000,000 people jammed into
Little Havana's SW Eighth Street on
March 10 for the climax of Carnival
Miami, 1985—the Annual Calle Ocho
Festival.
Thanks to Universal Brands; Miami
Crown Distributors; Garry Hegedorn,
VMCO Div. Mgr. and Jorge Dominguez,
VMCO Sales rep; Heineken was "On the
Scene" everywhere at the Carnival!
...With a special Heineken car in the
big parade.
On hundreds of bumper stickers, T-
Parade Rest. Big bottlebig
Heineken car, before linebig sales.
start of parade
graced by our
beautiful "Dutch"
lady, Zule Santana.
shirts and caps—with Spanish copy.
...With giant Heineken bottles, big
banners and colorful Heineken umbrel
las at 10 different exclusive Heineken
stands throughout the area.
A lot of work. A lot of people. A lot of
promotion. Bottom line results? More
than 6,000 Heineken cases in just one
week. Yes, 6,000 cases. Or, Calle Ocho,
OLE—and may there be many more!
Why are they smiling? That's easy. Mer-
rimac Valley Distributing Co. had just
been appointed to handle Heineken, Am-
stel and Grizzly in the Northeast Corridor
outside Boston, MA.
Here, John McAna, VP, Nat'l Sales Man
ager VMCO, poses with principals of Mer-
rimac Valley to celebrate the event and
presents America's leading imports. From
left to right: John McAna; Jack, Herb and
Richard Tatelman, Merrimac principals,
and Bob Kenney, VMCO New England
Div. Mgr.
Good luck, Merrimac, in all the years
ahead.
Heineken, Amstel and Grizzly
Major Schedules.
Major Stations.
Major Magazines.
TV, Radio or Magazines, consumers
can't miss the compelling messages for
"The #l's That Deliver" over the sum
mer months.
All across the nation, hundreds of local
and network TV and radio commercials
on major stations in major markets will
broadcast the reminder that's just right
for summer—"Come to think of it, I'll
have a Heineken". Full-page, four-color
advertisements in more than 20 top
quality magazines—plus program maga
zines for major summer sporting events,
including big league baseball, will carry
that same reminder to millions of prime
target consumers.
The "Call of the Grizzly" will be flood-
ing the air waves too—in markets
throughout the country as well as in all
the major resort areas up and down the
East coast, with as many as 84 radio
messages a week.
Full-page advertisements in three top
circulation magazines, 13 weeks of
heavy radio schedules, and TV spots in
major markets will all be promoting
Amstel, The #1 imported light Bier.
All told, millions upon millions of im
pressions will be made during the peak,
warm-weather months during prime
time listening, viewing and reading hours
for those extra summertime sales. Take
this opportunity to promote "The #l's
That Deliver", Heineken, Amstel Light
and Grizzly, for peak profits in your area.
Welcome Aboard
New VMCO Sales Representatives:
Territory
Edward H. Powell Manhattan, Bronx
James F. Phelan Massachusetts
Jeffrey W. Warren Maryland
Travelino Salesmen! 0n.the road everywhere. Eye-catching sales
making reminders of the #1 brands that deliver
Together again Cathy Mant and
Heineken. For the fourth straight year this
popular professional is swinging for
Heineken on the Ladies' Professional Golf
Association tour. Cathy carries the
Heineken message through 16 major tour
naments from coast-to-coast making
thousands of impressions on up-scale,
prime-target prospects for the #1 Import.
From one winner to another; "Good Luck,
Cathy."
Pride of the fleet. This majestic 16-bay
carries the message for Norfolk Beverage
Co., of Chesapeake, VA.
Rear view reminder of America's
#1 imported light—on the truck of Finley
Distributors, Tucson, Arizona.
