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NEW YORK Heineken USA is continuing to target Hispanic beer consumers with its 3-year-old holiday marketing tradition known as Parranda Navidena that runs through Three Kings Day on Jan. 6, the company said.
Latino communities use the word “parranda” to refer to parties or celebrations. “Navidena” refers to the spirit of the Nativity or “Christmas.”
This year, the White Plains, N.Y., client partnered with Maxim en Espanol magazine to create a holiday survival guide, or “Guia Parranda Navidena.”
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