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FRANKFURT – J. Walter Thompson/Frankfurt has been appointed by the Dutch brewery giant Heineken to handle its debut on the German market. A commercial has been developed, and several ads in city magazines use the headline ‘One Speaks Heineken.’ Although Heineken is advertised as a mass product in most other countries, it is positioned in the German market as a premium beer. With this strategy, Heineken hopes to win 10% of the market. This announcement comes weeks after London’s Bartle Bogle Hegarty won an international assignment from the brewery (ADWEEK, April 19).
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