AMSTEL LIGHT STANDS OUT...IN NEW YORK. id lllllfli On the Beach... College Spiring Break '85 Big bottles and banners, Bull's Eyes and T-shirts, were everywhere promoting Amstel, Heineken and Grizzly during this year's Annual "Spring Break" in Ft. Lauderdale, Florida. Developed by VMCO Rep., Bill Coats, 7 of the most popular pouring spots on the beach held 10 different spe cial promotions for our favorite beers and hundreds of T-shirts were distrib uted by Perrott Distributors. The first Amstel Can Account in the area came aboard, and nearly 200 cases of Amstel were moved during the 10 spe cial promotions alone. Here are some se lected shots from the big spring action: Stocked up for sales at Shooterson the Ft. Lauderdale Waterway. Time for Amstel. During the hot summer months of June and July, Amstel is being featured in a great co-op transit display program with Time magazine. 542 eye-catching posters like the one above in key rail terminals and commuter stations serving New York and Chicago— plus 33 lighted airport displays in major markets—will create over 500 million con sumer impressions for the #1 light beer import. This magnificent poster, at right, speaks for itself in the big Amstel Light/ New York Magazine TDI "Commuterland" campaign. In hundreds of stations up and down the Metro North, Long Island Railroad, and Path Train Lines the poster delivered more than 44 million impressions. 111!WSÊË s Who wouldn't be smiling? Bartenders "Joe" and "Helena" all set for special Amstel can promotion at The Bootlegger. Where the boys are—The Bootleggertoo. Amstel Light Big Hit at 5th Annual Maine Food and Lodging Show Thousands of people thronged through the 2-day show at the Cumberland County Civic Center in Portland, Maine where Cumberland York Distributors had a booth for VMCO products. Tasteful VMCO displays drew enough store and restaurant people who sam pled 6 cases of Amstel, 5 cases of Heine- ken and Heineken Dark—plus 4 cases of Grizzly. What's even better—beyond great brand exposure—were actual or ders. Seven for Amstel, 3 for Grizzly, 2 for Heineken Regular and 1 for Dark. Amstel visors, T-shirts, back bar signs, bull's eyes and plaques all figured in the fun at a recent Amstel Night at the prestig ious Boston Athletic Club in Boston, Mass. That—plus 5 cases of "Only 95 Calories" —helped Amstel to become the Club's second favorite import. #1? Heineken, of course. Shown in the picture, under his Amstel visor, is Steve McNulty, VMCO sales rep with two Amstel fans showing off their #1 beer. Stop sign! Travelers on Rte. #211 in Mid- dletown, NY can't miss this car-stopping reminder for a Heineken 12-pack. The month long promotion at 13 different 7-11 stores in upstate New York was so success ful, they held it over for another month. Doubles Champs—Amstel and ten nis. For the 4th straight year, Amstel Light was the Official Beer at the presti gious WCT Tournament of Champions at the West Side Tennis Club in Forest Hills, New York. Shown flanking the singles winner, Ivan Lendl, are (left to right), Len Schlachter, Ass't National Ad Manager, VMCO, Doug Broadman, Special Projects Manager, VMCO, and George Kahl, Ass't National Sales Manager, VMCO. Double feature. Star attractions at the Bounty Tavern's Heineken Night in Ban gor, Maine were lovely Kimberly Clark, Playboy centerfold, September 1984—and Heineken, of course. Spot radio promoted the event for one week prior—helped draw an audience big enough to consume 35 cases of the #1 brew. 1 ifiil; i 1 1 5

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1985 | | pagina 4