Heineken in Hong Kong
Heineken billboards
on French islands
Advertising for alcoholic drinks
has been subjected to tight restric
tions in France for more than a year
now. These new rules apply to all
French departments, which means
that they also cover the overseas
departments such as lie de la Réunion
off the coast of Africa and the islands
of Martinique and Guadeloupe in the
Caribbean.
There is a complete ban on TV and
radio commercials. Billboards are
only allowed to display a picture of the
pack and the use of slogans is prohib-
Area Export Manager Erik
Nelissen has been based in Hong
Kong since recently and will be using
this as his base to promote Heineken's
interests in Hong Kong, China and
Taiwan. Heineken's growing activities
in this region made it necessary to
have a Heineken man on the spot.
ited. That you can comply with the
rules whilst still projecting the premi
um image of Heineken beer is proved
by the billboard campaign (pictured
here) which was specially developed
for Martinique, Guadeloupe and
French Guiana.
Nelissen will concentrate on market
ing activities for Heineken beer.
Last year in an extensive article
about Hong Kong in The World of
Heineken we revealed that plans
existed to station a Heineken export
manager in Hong Kong.
14
THE W O R I. I) O I II E I N E KEN
