Amstel Light On Tap Reaches CA!
VMCO Launches Print
Radio Advertising for
Heineken Special Dark
For Amstel Light On Tap, it's been a quick trip "from sea to shining sea."
Introduced to America only late last year in the New York metro area, (as part
of the Host Marriott "Premium Stock" program,) Amstel Light barrels have
already reached California.
And the first East Bay accounts to carry Amstel Light On Tap? The Oakland
Arena and Coliseum, home to the Golden State Warriors and the Oakland A's.
Pictured here at the Coliseum in April are (left to right): Brady O'Connor,
VMCO District Manager; Dave Smith, Volume Services General Manager;
Kevin Costa, VMCO Northwest Division Manager; and Kurt Glazier, Miller
Brands/East Bay Sales Manager.
PUBLISHED BY VAN MUNCHING CO., INC.
Vol. XIJV No. 1Summer, 1993
With the renewed interest American consumers are show
ing in heartier beers, the time for making a stronger
commitment than ever to the world's best dark beer has
come. That's why VMCO has decided to put a major
advertising budget behind Heineken Special Dark.
For the first time since 1986, our target audience will be
seeing full-page, full-color print advertising in some of
America's best magazines. From Rolling Stone to Men's
Journalfrom Premiere to Spy, the bold new ad you see
here will be making a quality and heritage statement to
the people most likely to choose an imported brand.
Any similarities to recent Buckler Non-Alcoholic Brew
print advertising are intentional. You see, we've found
that consumers respond well to our "family of brands"
positioning; they're more inclined to try a brand associ
ated with the well-respected Heineken name.
And for the first time ever, those consumers will be
hearing the Heineken Special Dark message as well. In
major markets, starting later this summer, we'll be run
ning new 60-second radio advertising for the brand. In
the ad, Special Dark is positioned as a quality, European
alternative to all the microwbrews that keep popping up.
Add to this the exciting Octoberfest POS and mug
program, which you'll be hearing about, and you can see
that it's a great time to put some real effort behind
Heineken Special Dark.
fe.
the best
Windmill