Beer importer Heineken USA has appointed Zambezi and Edelman as the advertising agencies of record for Strongbow cider and Heineken Light as well as Amstel Light brands respectively.
Strongbow cider will join the Heineken USA portfolio from 1 January 2013, for which Heineken N.V. had partnered with the Vermont Hard Cider Company to distribute Strongbow in the US cider market.
As advertising agencies, Zambezi will further the brand growth of Strongbow in the US while Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands as well as manage general-market, Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations for Heineken in US.
Heineken USA portfolio brands marketing vice president Matt Kahn said, ”Zambezi will be responsible for developing all consumer advertising for the brand.”
The company has also widened Wieden+Kennedy New York’s services to manage all Hispanic above-the-line activations for Heineken and Heineken Light, which at present looks after general-market advertising and social media channels management.
Heineken marketing vice president Colin Westcott-Pitt said, “We’re eager to engage Edelman’s media relations expertise and deepen our global relationship with Wieden+Kennedy.”