Heineken Announces New Advertising Agencies Across Portfolio

WHITE PLAINS, N.Y., Dec. 3, 2012 /PRNewswire/mbb/— HEINEKEN USA, the nation’s leading upscale beer importer, today announced several agency-of-record appointments across its portfolio.

Strongbow cider will join the HEINEKEN USA portfolio beginning January 1, 2013, and the leading cider brand globally has selected Zambezi as the advertising agency of record. For almost a decade, HEINEKEN N.V. had partnered with the Vermont Hard Cider Company to distribute Strongbow in the burgeoning U.S. cider market, which grew 10 percent¹ in 2010 and 20 percent² in 2011. Zambezi’s responsibilities will include strategic and creative development to support further brand growth in the U.S.

"Zambezi is well versed in the beverage and active-lifestyle space, with expertise in marketing to upwardly mobile consumers," said Matt Kahn, vice president of marketing for HEINEKEN USA portfolio brands. "They have experience working with both established and emerging brands, making them a perfect partner to work on Strongbow. Zambezi will be responsible for developing all consumer advertising for the brand."

Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands. Specifically for Heineken, the agency will manage general-market and Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations.

In addition to managing general-market advertising and industry-leading social media channels, Wieden+Kennedy New York will now look after all Hispanic above-the-line activations for Heineken and Heineken Light.

"We’re eager to engage Edelman’s media relations expertise and deepen our global relationship with Wieden+Kennedy," said Colin Westcott-Pitt, vice president of marketing for Heineken. "We thank MSL New York for their collaboration in developing impactful programming for brand Heineken."

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