New Sports-Themed Point-of-Sale Matches America's
Favorite Pastimes With America's Favorite Imported Beer
Heineken Illustrates Its Quality
Image With a New Print Ad
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One of the best ways to reach Heineken's
target audience of younger, male beer
drinkers has always been through TV
sports. For a number of years, that has
meant advertising on some of the most-
watched televised sporting events in
America, such as NBA Basketball and NFL
and NCAA Football.
Then, a few years ago, we found an
additional way to use sports to reach our
thirsty beer consumers on-premise,
through POS with a football theme. To
urge customers to enjoy both "Prime Time
Football" and America's #1 imported beer
at their favorite accounts, we developed a
special chalkboard, tabletent, and televi
sion sign, all with strong Heineken brand
identification*.
In 1992, we'll continue with the hugely
successful "Prime Time Football" POS
program, which creates goodwill with
accounts because it promotes not only
Heineken, but account loyalty as well.
And because of the success we've had
with the "Prime Time Football" POS pro
gram, we're adding two more of America's
favorite sports to this year's POS lineup;
basketball and baseball.
As basketball season winds down, and
the focus turns toward the NBA Playoffs,
Heineken is right in the thick of things
with a new TV sign, tabletent, and server
button; all currently in use.
For baseball season, which starts in
April, runs through the summer and up
until it's time for Fall football, we've come
up with a baseball-themed TV sign,
tabletent, and server button, as well as a
full-color poster, which uses the exciting
graphics from our recent "The Tops in the
Field" Heineken/Amstel Light print adver
tisement.
We're rounding out our full array of
sports-related promotion by returning to
the Boston Garden, home of the Celtics
and Bruins,- with promotional signage
throughout the basketball and hockey
seasons.
Heineken's new full-color print advertisement, making its debut this
month in Sports Illustratedis sure to get attention for its off-beat
approach to making a simple point about quality.
Using a humorous illustration by Edward Sorel to let consumers
know what our advertising is not, we're able to drive home the
meaning of the theme line we've been using since last fall: Just Being
the Best is Enough.
Sorel, whose work has appeared on the cover of Timein The New
Yorker.and in many other national magazines, uses his satirical style
to poke fun at some of the cliches of recent beer advertising, putting
them all together in one illustration. Look closely and you'll see
everything from mountain scenery to a carefully guarded secret
brewing process, from a singing cowboy to a rowdy game of beach
volleyball.
The copy underneath the illustration explains that "nobody's ever
proven" that catchy jingles or ex-jocks make a beer taste better,
adding that taste is what makes Heineken America's #1 selling
imported beer.
The new ad will be reaching your consumers throughout the year
in Sports Illustrated, America's #1 sports magazine. We're using S.I.
because it's the best way to target an upscale, male audience with our
compelling quality message.
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