The second message that the
commercial aims to convey is new
for Heineken in the USA. "The cam
paign is also about expanding the
consumption occasions for Heineken.
We know people think of Heineken
when they want the best or they
want to make a statement. We want
to communicate that Heineken is
right for every situation - from
watching sports to partying with
friends to a blind date", explains
Mr Davis.
KEG (AN
This year will also bring a lot of new
activity on the packaging front. This
month the 16 oz. can will be put on
the market and in the spring the keg
can will be launched, timed to link
up with the Austin Powers promo
tion. Both pack formats are being
introduced to help Heineken meet a
wider variety of drinking occasions
and specifically for the off-premise
outlets where most beer is sold cool
ed and in single cans.
During the final quarter of last
year the Heineken keg can was test-
marketed in the New York region.
Consumers as well as retailers
responded with enthusiasm to the
new pack which, says Brand
Manager Ken Kunze, "was designed
to stand out from other brands and
play off consumers' memories of fun
times at parties."
MOTIVATE
Expectations for the Austin Powers
promotion are high. Mr Davis:
"Movies have demonstrated an abil
ity to focus our system and motivate
consumers. The Austin Powers char
acter is hugely popular and his
humor works on a number of dif
ferent levels. We are going to have a
lot of fun with this property".
Mr Foley concludes that the mar
keting of Heineken Beer in the USA
has been lifted onto a higher plane
this year. "No other imported beer
has the distribution depth and finan
cial resources to make this level of
commitment. Our investment in
Heineken for the coming years is in a
class by itself where imports are con
cerned. With this program, we're
confident we can grow our sales
exponentially, while maintaining our
established, high standards of quali
ty and taste".
31
