serves up $15M review
Heineken USA put its estimated $15 million Heineken beer account in review, saying the new management of the importer felt it should have separate agencies for Heineken and Amstel Light. Incumbent Warwick Baker & Fiore, New York, will retain the $13 million Amstel account. Heineken also tapped Ross Roy Communications, Detroit, to handle Murphy's Irish Stout and Buckler non-alcoholic beer, both formerly at Warwick.
In a flurry of activity at Bayer Corp., new Extra Strength Bayer P.M. is to begin shipping in July, with ads breaking in September from BBDO Worldwide, New York. Also, several line extensions were unveiled for Alka-Seltzer, including a caplets form and cherry effervescent flavor, and new flavors for Alka-Mints. All are to receive national TV, radio and in-store promotional support, with Alka-Seltzer caplets getting more than $16 million in media for 1995. Spots from McCann-Erickson Worldwide are in test and are expected by early fall. Advertising from Foote, Cone & Belding, Chicago is planned for fall for new Alka-Seltzer Plus Effervescent Orange flavor, and Flu and Body Aches, with $12 million behind it in the first year, totaling $39 million for the Alka-Seltzer Plus franchise in 1995.