A BEER BY ANY OTHER NAME

To target the growing Hispanic market, Heineken launched two new TV spots as part of its Spanish-language campaign, now in its second year.
“By reinforcing an emotional bond through Hispanic insights, we wanted to change
consumers’ perceptions of Heineken as a beer good for only special occasions,” said Marime Riancho, account manager at The Vidal Partnership, New York.
In “El Arroz con Pollo” (“Chicken With Rice”), a man returns home after a hard day at work. All
he can think about is dinner–chicken and rice–and the last Heineken in his refrigerator.