Heineken USA unveiled plans on Wednesday to boost 1997 marketing spending 50% to an estimated $40 million-plus. The beer marketer said it will put additional emphasis behind its red star icon; the star was used in the 1996 campaign, which featured overheard bar conversations. The 1997 ad campaign, aimed at the primary target audience of 21-to-25-year-olds, is a continuation of that conversation campaign.
Ads will appear on spot, cable and network TV, and print, outdoor and radio. Heineken will also limit its sports sponsorship efforts to tennis and promote a Heineken O&A (Original & Authentic) music series. Wells Rich Greene BDDP, New York, handles.
Copyright November 1996, Crain Communications Inc.