The new advertising builds on the teaser spots from Wells Rich Greene BDDP, New York, designed to generate interest by showing the brand's colors (a green background and a red star) without identifying the product.
Heineken last year spent about $12 million on media alone for the brand, with an estimated $20 million set for this year, up 67%.
The follow-up spots feature candid conversations captured at Heineken's on-premise promotional events, using the tagline "It's all true." The campaign also will be supported by radio, outdoor and print.
ROOM TO GROW
"Because of the type of campaign, we'll have almost unlimited flexibility to broaden it," said Dan Tearno, Heineken USA's VP-corporate affairs.
As many major domestic brands stumbled, sales of leading import Heineken rose an estimated 4.5% in 1995, to 2.9 million barrels, according to Beer Marketer's In.
Heineken USA also is readying more marketing for new products in the Murphy's line of beers, the first U.S. extension since the line came here in 1991.
This month Heineken USA rolls out Murphy's Irish Amber and Murphy's Irish Stout Draughtflow, whose bottle has a device that releases liquid nitrogen into the beer when opened to give it a draft texture.
The new Murphy's brands will be supported by promotional and point-of-sale activity by Earle Palmer Brown, New York.