Heineken USA, White Plains, N.Y., launched its first integrated marketing push aimed specifically at Hispanics. The $11 million campaign includes three 30-second TV spots that will air on national and local Spanish-language stations in Boston; Hartford, Conn.; Miami, Orlando and Tampa, Fla.; New York; Philadelphia; and Providence, R.I. The bulk of the broadcast and out-of-home media buys will start this month and run through the summer. Radio also is included. Tagline for the campaign is "No cabe duda" ("There's no doubt about it"). Vidal, Reynardus & Moya, New York, handles.
Copyright April 1999, Crain Communications Inc.