New Heineken Spots Aimed at Hispanic Beer Experts

NEW YORK The Vidal Partnership has created a new campaign for Heineken USA targeting the Hispanic market that aims to be more inclusive of diverse ethnic groups among that consumer base, the client said.

The campaign, tagged, “Ya sabe,” or “Now, you know,” uses a new strategy of speaking to consumers who are knowledgeable about beer; those who have “graduated” to Heineken.

Marime Riancho, brand manager for Hispanic markets for the White Plains, N.Y., client said that company research showed that Hispanics drink twice as much Heineken as African-American and general-market Heineken consumers.