Heineken USA's `Traducciones' Campaign, Wins Advertising Age's Best of Show 2002

Business Wire, Sept 26, 2002

Business Editors

WHITE PLAINS, N.Y.--(BUSINESS WIRE)--Sept. 26, 2002

A radio campaign created for Heineken USA by The Vidal Partnership was named "Best of Show 2002" in Advertising Age's Hispanic Creative Advertising Awards.

The campaign, `Traducciones,' (Translations) is a series of radio commercials built on subtle cultural differences, and the nuances the Spanish language takes in various countries. The spots feature narrators of various nationalities: Argentinian, Mexican and Dominican, among others, sharing everyday beer drinker's tales. The humor is derived from the serious-sounding "translator" who interprets the storyteller's colloquial words into the language of a serious-sounding anchorman.

"It's important that each spot contains a unique Hispanic insight relevant to the brand. The Vidal Partnership does an excellent job of meeting that goal," said Marime Riancho, Heineken brand manager at Heineken USA.

Ad Age's Hispanic Creative Advertising Awards competition is held in cooperation with the Association of Hispanic Advertising Agencies (AHAA). This year's winners were named at an awards show on Sept. 14.

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world's second-largest brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Special Dark; Amstel Light; the largest-selling imported light beer brand; and Buckler non-alcoholic brew.