Van Munching & Company 1982
Heineken
Amstel Light

Objective
Maintain leadership in imported beer segment and capture share/offset increased competition.

Strategy
Align with sports and active lifestyle with relatively low-cost media and events. Keep media negotiating posture flexible enough to optimize merchandising.

• Preprints
• Table tents
• Premium positions
• Special sections

• Broadcast billboards
• Creative media buying adjacent to events
• Major metro spot buys
• Tennis (i.e. U.S. Open)

• New York
• Los Angeles
• San Francisco

Key Learning
Communicate with the people that "make it happen."