PENSA EN VERDE:
THINK GREEN IN WHITE?
MORE HEINEKEN OUTLETS IN
CANADA'S QUEDEC PROVINCE
DISCON SALES
PLANNING AWARD FOR
MARC BAKKER SCHUT
Since the introduction of
locally brewed Heineken Beer
in Argentina Heineken has
been using the advertising
slogan Pensa en Verde, or
'think green'. The slogan is
used in a figurative sense, as
thinking green even takes
place against a background
of dazzlingly white snow in
one of Argentina's winter
sports areas. These photos
were taken several months
ago during the annual
Snowboarding Competition
in the Bariloche ski resort in
Northern Patagonia where
Heineken was emphatically
present as sponsor.
Marketing Manager
Jacqueline Speek, who works
for Heineken in Argentina:
"The pictures show what we
mean with the new
Heineken attitude Pensa en
Verde. The brand inspires
and is active. It is about
doing your own thing, being
yourself."
26
Distribution of Heineken
Beer in the Canadian pro
vince of Quebec was widened
considerably several months
ago. Previously, Heineken
had only been on sale in
liquor stores in Quebec. Now
it can also be bought in gro
cery and convenience stores.
In Canada, Heineken is distri
buted and sold by the
Canadian company Molson
Breweries.
John F. Kennedy, Heineken
Canada's Director of Mark
eting and Sales, is pleased
with the wider availability.
"Obtaining this distribution
licence is a milestone in the
history of Heineken in
Canada. With the wide
accessibility of our beer and
Molson's efficient distribu
tion network, we can look
forward to increased market
share in the super-premium
beer segment."
Brand Director Len Rhodes of
Molson Quebec is also
pleased that the Quebec
authorities have decided to
grant a distribution licence
to Heineken. "This is an
important asset for us and it
will enable us to offer an
abovequality beer to Quebec
consumers who are already
acquainted with Heineken
and appreciate it. Heineken
is the best-selling European
beer in Quebec."
Export Manager Caribbean
Marc Bakker Schut was
placed in the sunshine by his
logistics colleagues in the
Netherlands several months
ago when he received the
DisCon Sales Planning Award
1998. DisCon (Distribution
Control) inaugurated the
award last year to encourage
the people involved in sales
planning to improve the
quality of their forecasting
process.
Last year DisCon noted
that there was greater aware
ness for and commitment to
sales planning within Export,
not only in the sales force but
also in the management team
of Heineken Export. Marc
Bakker Schut received the
DisCon Sales Planning Award
1998 in recognition of his pro
active handling approach,
encouragement of colleagues,
sense of involvement and
quality-consciousness.
