Issue link: https://digital.copcomm.com/i/65124
Ale at Heineken USA. Other changes are also afoot. Heineken will introduce a long-neck to its bottle selection in 2013, while Tecate packaging has been redesigned, making it easier to read the logo. Distributors said the new packaging for Tecate should appeal to the brand's Hispanic audience. With Dos Equis and Bohemia in addition to Tecate, Heineken's Mexican portfolio is strong. But the company felt it was missing a key ingredient to make its Latin offerings complete. Hoping to connect with young adult Hispanics born in the United States, the company introduced Mexican beer Indio. Launched on Cinco de Mayo, Indio targets urban, acculturated Latinos, frequently referred to as "Los Indies." This audience represents one in five adult Hispanics and speaks Spanish at home but English with their friends. The targeted release will hit core markets Los Angeles, San Francisco, San Diego, Austin, Texas, Houston, San Antonio and Chicago. All com- munications will be in the Los Indies' language style, called Spanglish. Rather than traditional advertising and PR, Indio will build online media relation- ships through a blogger-to-blogger and blogger-to-consumer program combined with a boots-on-the-ground guerilla marketing campaign. "No Bollocks" After a successful limited-release launch in 2011, the next step for Newcastle Brown Ale is taking their Limited Edition bottles national. During the Limited Edition tests last year in California, Werewolf was the fastest- selling seasonal SKU in California and sold out in six weeks; the Winter IPA won a Silver Medal from the Beverage Tasting Institute; and Founders Ale was the number-two new beer introduction in California grocery for February 2012. Much like its sister brand, Dos Equis, Newcastle is not sticking to the typical beer promotions of men sitting on couches watching women in bikinis. Instead, the brand is taking an aggressive yet honest approach toward advertising. Using the British slogan "No Bollocks," which essentially means "No Bull," Newcastle counts on humor to sell beer. On-premise, this means clever POS materials, such as signs that say, "A $400 Sign to Get You to Buy a $6 Beer" and coasters that read, "If this coaster doesn't make you want a Newcastle, then the coaster sales guy lied to us." Newcastle will also introduce a national TV campaign for the first time, while sending the "Geordie Army," an 11-person British brand ambassador team, to core markets. Most Interesting Still Interesting The Most Interesting Man just keeps on giving. This year, The Most Interesting Man shows his darker side in television spots for Dos Equis Ambar, calling it "The Darker Side of Thirsty." He also appears in 15-second spots designed for digital audiences that show his reaction to popular phrases or situations. For "Trophy Wives," the Most Interesting Man simply says, "It's perfect for those who've never won a trophy." Dos Equis is also launching the Dos Equis Academy for those who want to be interesting, and executed a social media Most Interesting Man phrase "Bracket Elimination" challenge for fans in March. Although The Most Interesting Man has a rival in the Heineken family— James Bond will drink Heineken in an upcoming movie as well as be the new spokesperson for the brand—Heineken execs love watching the category's fast- est-growing beer continue to succeed. Perhaps Jean-François van Boxmeer, Chairman of the Executive Board and CEO of Heineken International, said it best to 1,500 American distributors: "Dos Equis, just keep on going and don't stop." New hefeweizen Amstel Wheat is made for the U.S. market. may 2012 / the tasting panel / 47 British stalwart Newcastle is Heineken's fastest-growing brand among younger consumers.