Heineken, Warwick, Baker & Fiore/N.Y.: 'Doesn't hold up Heineken's perceived prestige'

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Heineken, like most ‘boomer’ driven products, no doubt flourished as a discovery brand fueled by ‘early adopters’ in the ’80s. Often times that ascension can be driven without good advertising or, for that matter, any advertising at all. (Jagermeister, for instance.) But once a product becomes the leader, it’s important to do advertising that remains true to the perceived prestige of the brand.

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