Heineken Announces Debut of New Ad in Super Bowl

WHITE PLAINS, NY--(Marketwire - January 28, 2009) - Heineken USA, as part of their new marketing platform "Give Yourself a Good Name," will air a new Heineken television ad featuring John Turturro in 27 top markets during the Super Bowl XLIII broadcast. The campaign showcases subtle ways in which consumers decide to "give themselves a good name" through their actions, their words and their choices.

The new :30 second spot features iconic actor John Turturro in a mentor role that accentuates his inherent authority as he lightheartedly shares words of wisdom such as "every man is champion of his own legacy." He compares his bottle of Heineken to a sword, one that "should be wielded with honor... or cut yourself off."

"The Super Bowl reaches our consumers directly, and we're excited to showcase our newest ad featuring John Turturro," said Christian McMahan, chief marketing officer, Heineken USA. "The new platform connects the values of our consumers, who strive to give themselves a good name through the opportunities they pursue and the brands they choose, with the values of our brand, which are reinforced by 146 years of brewing excellence and a family-driven mentality to be the best."

The Media Mix

In mid-March, Heineken USA will debut the full 360 degree campaign with additional broadcast creative executions, national media, print, OOH, promotions, on- and off-premise activation, PR and digital.

John Turturro will appear in a total of three TV ads. In addition, 11 more TV spots -- including new executions for Heineken Premium Light, Hispanic and African American -- will illustrate how consumers can give themselves a good name.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.