Heineken Launches Hispanic Effort

NEW YORK Heineken USA has rolled out a new Spanish-language spot for Heineken Premium Light as part of its Hispanic marketing campaign “Descubre lo delicioso” (“Discover deliciousness”).

This marks the start of an aggressive year-long plan by Heineken to tap U.S. Latino consumers, primarily men ages 21 to 34.

The dreamlike sequence debuted today on major Spanish-language broadcast networks, including Telemundo, Univision, Azteca America and TeleFutra, as well as cable channels. Hispanic radio, print, out-of-home elements and a just-launched Web site, www.heinekenlight.com/espanol, kick off the platform that Heineken executives have termed “impact week.”

Created by Heineken’s Hispanic lead advertising agency, New York-based Vidal Partnership, the spot features well-known Mexican model Elsa Benitez. Marime Riancho, senior brand manager of multicultural markets for Heineken, said Benitez reflects the tonality of the “deliciousness” of the spot and brand—”elegant, sophisticated and beautiful”—and someone who’s widely known with Mexicans and Hispanics in general.

To create more awareness, Heineken Premium Light is “honoring, in both Los Angeles and Dallas, Hispanic talent who have brought deliciousness to these markets,” Riancho said.

In its second year, the brand already has a foothold among premium imports in the United States, taking the No. 6 dollar sales position. The brewer estimates a significant proportion of volume is attributable to Hispanics and, with the new initiatives, Heineken hopes Latino consumers will help boost sales even more.

In 2006, Heineken Premium Light spent $3 million on Hispanic advertising, compared to $48 million for all media, according to TNS Media Intelligence. The brewer spent $8 million on Hispanic for all Heineken brands, and $130 million overall. Andrew Glaser, brand director, Heineken USA, said that ad spend this year has increased significantly for the Hispanic market, though he could not disclose specific figures.

“It’s a major investment to continue to establish and grow this new property,” he said. “What we’ve done is to really recognize from year one, from last year, that we probably have not focused and invested enough against [the Hispanic market]. From a strategic standpoint, we had to refine certain elements. There’s been a lot of work done for the past four or five months.”