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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.
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