Heineken touts the spirit of giving

04/24/2008 | Wall Street Journal (free content), The

A new ad campaign for Heineken Premium Light by Wieden+Kennedy forgoes the humorous approach for an appeal to altruism, with spots showing beer drinkers giving away bottles of brew, against the tagline, "Be a Beer Samaritan." The campaign comes as imported beer shipments are down in the U.S.

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Wall Street Journal (free content), The

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