Heineken print campaign in Taiwan
38 ht'ii the Taiwanese Gov-
ernment allowed imports
T of foreign beers in 1987,
they made this subject to the condi
tion that absolutely no form of 'elec
tronic' advertising would be used.
For a premium beer like
Heineken, unknown in Taiwan at the
time of introduction, this was a
restriction in establishing its pre
mium image.
To promote the image of
Heineken beer in Taiwan we were
left with the options of print advertis
ing and the sponsoring of art exhibi
tions.
Our print campaign focuses on
the use of rare objects (yet looking
common to most Taiwanese people),
appreciated by those discerning
enough to appreciate their real
value. Like 'Heineken, brewed for a
chosen few'. With the encouraging
growth of Heineken beer in Taiwan
this advertising approach seems to
have worked, but also indicates that
we may have to change our slogan in
due course.
Heineken Far East PTE Ltd.
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