Heineken USA and the American Advertising Federation Team Up on Public Service Advertising Campaign Competition

Sep 22, 2005, 01:00 ET from Heineken USA Inc.

    WASHINGTON, Sept. 22 /PRNewswire/ -- Heineken USA Inc. and the American
 Advertising Federation (AAF) have joined forces to challenge college
 advertising students of legal drinking age to create a responsible consumption
 public service advertising campaign.
     The contest, which runs from September 15 thru December 14, 2005, offers a
 maximum of eight cash awards and both individual or team recognition for
 student members of the 215 AAF student chapters located on college campuses.
 Students will develop a public service advertising campaign that includes a
 print, radio and Internet advertisement execution.
     In creating a responsibility campaign concept, the campaign must address
 one of the following topics:
      - Encouraging parents to talk to their children about alcohol
      - Discouraging parents from hosting parties for those underage or
        providing alcoholic beverages to those under 21
      - Discouraging the use of fake IDs
      - Encouraging individuals to avoid getting in a vehicle with someone who
        has been drinking
      - Handling peer pressure to drink
     The results may be an evergreen campaign that can be used all year or may
 focus on key targets and timeframes throughout the year.
     Heineken USA is committed to promoting responsible drinking behaviors, and
 this competition is in line with the company's efforts in this area.
     Frans van der Minne, president & CEO, Heineken USA said, "Heineken USA is
 delighted to be working with the American Advertising Federation on this
 unique effort to tap into the creativity of emerging advertising industry
 talent to address an issue that Heineken takes very seriously -- our
 commitment to the responsible sale, marketing and consumption of beverage
 alcohol. We hope advertising students will take advantage of this opportunity
 for hands-on experience that could ultimately save lives."
     Added Wally Snyder, president & CEO, AAF, "This learning opportunity will
 directly benefit AAF students, and more importantly will produce an effective
 and targeted PSA encouraging responsible drinking behavior. We are honored to
 partner with Heineken to provide this unique challenge to advertising students
 across the country."
     Only those members of AAF's college chapters who are 21 and older at the
 time of their registration for the competition will be eligible to
 participate. Students may enter the campaign individually, or may participate
 on a team comprised of no more than three students. All entrants must be
 members of AAF to participate.
     Winners will be announced February 3, 2006 in New York City.
     About The American Advertising Federation
     The American Advertising Federation (AAF), headquartered in Washington,
 D.C., acts as the "Unifying Voice for Advertising." Celebrating its 100th
 anniversary in 2005, the AAF is the oldest national advertising trade
 association that represents 50,000 professionals in the advertising industry.
 The AAF has a national network of 200 ad clubs located in ad communities
 across the country. Through its 215 college chapters, the AAF provides
 6,500 advertising students with real-world case studies and recruitment
 connections to corporate America. The AAF also has 130 blue chip corporate
 members that are advertisers, agencies and media companies, comprising the
 nation's leading brands and corporations. For more information, visit the
 AAF's Web site at www.aaf.org.
     About Heineken USA Inc.
     Heineken USA Inc., the nation's largest beer importer, is a subsidiary of
 Heineken International (Netherlands), 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 Dark; Amstel Light, the
 largest-selling imported light beer brand; and Buckler non-alcoholic brew.
 Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis,
 Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more
 information, visit Heineken USA's Web site at

SOURCE Heineken USA Inc.