Minibar
in
minitrain
Tempo Israel starts using
Heineken trucks
Heineken Japan K.K.
has already built up a name
for its alertness in finding
fun ways of promoting the
Heineken brand image.
That reputation was
recently confirmed again in
the shape of the Chin Chin
Densa. This minitrain, top
ped by a giant Heineken
bottle, was transformed
into a minibar.
Heineken Executive
Board member H.F.M.
Coebergh performed the
official opening some time
ago and, although he had
performed such ceremo
nies many times before
during his lengthy career,
this was the smallest estab
lishment that he had ever
opened. The bar has room
for only ten visitors. The
fact that Chin Chin Densa
is located in one of the
busiest streets in Tokyo's
nightlife and entertainment
district gives the Heineken
brand image a very promi
nent boost.
Tempo Brewery, the
Heineken Beer importer in
Israel, recently started
using a number of trucks
resplendent in Heineken
livery (see photo). The
trucks carry bottled beer,
cans and kegs. The bottle is
the most popular pack form
for the Israeli consumer.
In Israel beer is a sea
sonal product but, claims
area export manager Mart
Jan Gerards, this applies to
a much lesser extent to
Heineken Beer. Sales
remain reasonably constant
throughout the year and
are growing.
THE WORLD OF HEIN E KEN
