Heineken Aims 3 Spots At Hispanic Market

With half of Heineken’s business coming from minorities, the green bottle will compete for the growing Hispanic market with three new spots to air next month on Telemundo and Univision TV affiliates in select markets.

Created by The Vidal Partnership, Ne w York, one spot plays the classic Latin love ballad “Espera un poco” (“Wait a little more”) while a young man anxiously paces in his living room and looks longingly at his kitchen door. Screen text flashes “Esperando a Chela” (“Waiting for Chela”), a co l loquial name for beer. He then opens his kitchen freezer, grabs a Heineken and presses the bottle against his face to see if it’s cold. It’s not and the lyrics drone, “Espera un poquito mas” (“Wait a little more”).

A second ad, which plays off the Span is h custom of referring to a frosty beerbottle as “vestidita de novia” or “dressed as a bride,” features three men gazing at a beautiful woman walking toward them to the music of the wedding march. But the men really are transfixed on the tray of ice col d H einekens the waitress is delivering to them.

The third ad has a new arrival at a party who invokes the aspirational journey for a much sought-after Green Card. Except the party guest is really seeking a green Heineken bottle. Tagline is “No cabe duda” or “No doubt about it.”

The ads will air nationally and appear during high-profile program like the Billboard International Latin Music Awards. Radio and outdoor provide additional support in 14 major markets.