Heineken USA Puts Forth its Plan

The big news from HUSA's distributor sales meeting this week was Heineken and Heineken Light's new brand platform. As the company's new CMO, Christian McMahan, put it: "I've never seen this level of expectation." Just to drive home the point, he played a short spot spoofing Groundhog Day where his wife, son, and colleagues continuously ask him "where's the new Heineken advertising?" HUSA showed twelve new commercials (along with all other forms of advertising), which aim to convey a message