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 ffytcA ff Jé*. 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. HemekerjJtisf being the best: is enough. Jtofeady* «ser gsmzm flat mSm leer tiute bette*. Or seems efhesmt»IM fmgkt €temekmefsm&$ bp mifced dnd fa&ewm. We itt&ése jjieejpfe A*»" a bees became efubat* line bottle «alter ft» «fcaft is Ste aA Wfcib Jssf rafefcl esgk&a Wm&hm fe tk? mmt&et me lieer» êsmmss.

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1992 | | pagina 4