Heineken boosts Irish ad spend; screens Irish ad internationally

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DUBLIN -- Heineken is to increase its marketing spend on Heineken lager by 30% to $14 million in Ireland, half of which will be spent on above the line advertising. A new Irish-produced commercial will run in- ternationally before the end of the year.

The new ad campaign for the brand, entitled "A good sense of Heineken", is slated to commence on national Irish channels RTE, TV3, Network 2, TnaG and UTV on October 10. The campaign has been created by Dublin-based DDFH&B and the commercial was filmed in Ireland and Hungary.

"The ad reflects the beer's European strategic positioning, but has been created specifically for the Irish market," says Jo Kramers, Heineken's lager marketing manager in Ireland. "This is a deliberate decision, as ads specifically geared to the Irish market have a much higher impact with Irish consumers."

According to Kramers, the DDFH&B ad will be screened in New Zealand, Italy, the U.S. and the U.K. before the end of the year.

Copyright October 1998, Crain Communications Inc.

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