Hispanics
during the presentation of the Grammy Awards. Heineken USA
has also set up a non-commercial recording company, Red Star
Sounds, which produces CDs with music by well-known and up-
and-coming talents. All the sales proceeds are for the benefit of
musical education. But the connection with music also brings an
indirect benefit for the brand. "Through this music initiative we
have already gained more free publicity than from all our other
activities combined."
The starting signal for a serious approach to the urban culture
was the promotional link that was made with the Austin Powers
movie. "It was a huge opportunity for us to reach younger
consumers, because that film was a reflection of urban culture.
I think that was the most impactful promotion we ever did."
Spanish-speaking people (or Hispanics) form a growing part of the
American population and experts predict that in the year 2030
Hispanics will form the majority of the American population.
For all Spanish-speaking people, whether their origins are in
Mexico, the Caribbean or Latin America, beer is a familiar product,
seen first and foremost by Hispanics as a thirst-quencher. In short,
it is an important part of the social life of Hispanics. At the moment
this population group already accounts for one-quarter of the
total sales of Heineken in the USA. Reason enough for Heineken
to focus its marketing attention on this group.
Marimé Riancho is Brand Manager Heineken, specifically for the
Hispanic population group. At the age of eighteen she moved
from Puerto Rico to the United States to study at university.
She has worked for Heineken USA for two years, but before that
she was employed as an account manager for the advertising
agency that devised Heineken's commercial communication for
the Hispanic market. Marimé sees two different target groups:
people who originate from the Caribbean, and the Mexicans and
Latin Americans. For the Hispanics from the Caribbean Heineken
is certainly a well known name. "Heineken is the number one or
number two brand there. For the Mexicans the point of reference
is mainly formed by the local Mexican brands."
Kevin Costa, who is in charge of marketing for the western
region, confirms that the Mexican Hispanics are not familiar with
Heineken. "In fact we had to educate them. Now we see that the
