HEINEKEN TARGETING HISPANICS

WILLIAM SMYTH

WHITE PLAINS, N.Y. -- Heineken U.S.A. here is making its presence felt in Hispanic communities along the East Coast with a new Hispanic tag line and marketing program created specifically for the Latino market.

According to a Heineken press release, the $11 million campaign includes three 30-second television commercials that air on both national and local Spanish-language stations in New York; Orlando, Fla.; Philadelphia; Providence, R.I.; Boston; and Hartford, Conn. The commercials started airing in April and will run throughout the summer season.

Seven radio spots air in the aforementioned areas and will also be heard in Chicago, Los Angeles and Washington. The spots also air during network major league baseball games.

"Although the commercials follow the same creative style as Heineken's recently unveiled general market spots, they have been tailored to the sensibilities of Hispanic Americans -- featuring Hispanic actors and situations with which the Hispanic audience can identify," said Pepe Carreras, brand manager for Heineken.

In addition to broadcast advertising, Heineken's Hispanic campaign includes out-of-home advertising that features a large graphic of the familiar green-labeled Heineken bottle with the phrase "no cabe duda" or "there's no doubt about it." The advertising is put on billboards, bus shelters and phone kiosks.