Heineken says goodbye to TV ads
In the UK Heineken has decided to shift its £6.5m advertising budget away from TV and rather invest in sports sponsorships and point-of-sale promotions. Rob Marijnen, managing director of Heineken UK explains on Times Online:
Media fragmentation makes it difficult to target Heineken’s core market (18 to 26 years old) through TV ads and buying airtime is getting more and more expensive. These are basically the reasons that convinced the Dutch brand to look for new solutions in advertising. Who will follow?