Heineken to Break Hispanic Work

Heineken USA will break a campaign next week that targets the Hispanic market, the client said. The new tagline, “Ya sabe,” which means, “Now you know,” will replace “No cabe duda,” or “There’s no doubt about it.” The work positions the brand as one that true beer drinkers know is a fine beverage, a client exec said. Spending, which includes a national media buy on Telemundo, is estimated to be about

$10-15 million this year. Independent New York shop The Vidal Partnership created the campaign.