Profile – Al Cruz: Aiming Heineken ads at Hispanic males

Mar 17, 2003  •  Post A Comment

While all around it beer advertisers are turning to ever more sexy scenarios to sell their product, Heineken USA maintains a more intelligent brand image, both in its creative work and in its media schedule.
Witness the new four-commercial campaign aimed specifically at the Hispanic market. The spots were planned by Al Cruz, director of buying and planning at the Vidal Partnership, Heineken’s specialist agency for the Hispanic market. (D’Arcy-now Publicis-is its mainstream agency.)
The end voiceover on all four spots is “Para profesionales en cerveza” (For professionals in beer). A new tagline, “Heineken, ya sabes” (Heineken, you know), will replace “No cabe duda” (There’s no doubt about it).
In the four spots, “Magician,” “Professor,” “Mason” and “Fisherman,” men display their professional and personal talents using Heineken bottles. In deference to Roman Catholic sensibilities they deliberately avoid overt sexuality in both the ads and the scheduling.
Mr. Cruz has planned a campaign (which breaks March 17) into programs such as the heavily young-male-weighted local news and late-night chat show reruns on Telemundo and Univision.
“A lot of this is budget driven. Bud and Miller and Coors all have deeper pockets than we do,” Mr. Cruz concedes. “Other beers saturate the Latin market, owning events like soccer [Budweiser]. We have to be smarter.”