Beer firm, Heineken, faces the music when ads backfire, learns Hispanic marketing must have relevance

“When Heineken beer centered an advertising campaign in the mid-1990s around the company’s trademark red star on a green background, it didn’t sit well with Cubans in Florida, including some beer distributors who temporarily refused to sell the beer.

Today the Dutch beer sponsors the Latin Grammy Awards and has affiliated itself in other ways with popular forms of Latin music while still focusing on the mainstream market.”

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