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Heineken message. They felt that the
commercials were consistent with the
quality image emanated by Heineken
and thought that the calm tone of the
commercials was a perfect fit with
Heineken. Viewers thought that the
commercials were 'relaxed, low key,
unpretentious and classy'.
Sponsoring
Van Munching is also active in the
area of sponsoring. From the enor
mous supply of local events a careful
selection is made, with a focus on
specific target groups. The frequently
used instrument of Heineken exclu
sivity during an event can never be
compelled by Van Munching because
of state regulations.
Frequently, Van Munching eagerly
latches on to global sponsorships. The
stopover of the Whitbread Race for
the Heineken Trophy in Fort Lauder
dale in April 1994 was used by the
local distributor, in cooperation with
the Van Munching sales managers,
for an enormous campaign to stimu
late the visibility of Heineken. In addi
tion, the U.S. Open Grand Slam tennis
tournament at Flushing Meadows in
New York serves as a tie-in for Van
Munching in the area of both promo
tion and hospitality.
sraI
THE WORLD OF HEINEKEN
