Derrick
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Bavaria Breweries are pushing advertising limits by deliberately flouting Amstel’s evacuation from the market with their slogan “I AM STEL here”. At least that’s according to Heineken’s lawyers.
Heineken have only recently secured the right to brew Amstel for the South African market and plan to be in action again by early July but predict that shelves will only be fully stocked by November.
Pulling Amstel beer from the SA market created a mini uproar from loyal Amstel drinkers and according to Heineken, Bavaria Breweries is trying to capitalize on it.
Fin24 reported that Bavaria’s cunning response was that they have taken note of the complaint and changed the wording so as to not belittle Heineken.
Bavaria Breweries MD Marco Faber says: “We’ve revised the campaign to incorporate ‘I AM STILL HERE’ on all posters and leaflets.” Hardly a big change from the previous “I AM STEL here” but it’s something.
Personally I have no sympathy with Heineken; they decided to exit the market and should be able to take a small knock like this on the chin. They decided to leave and have no right to cry foul when their competitions point this out to the market.
For the full Fin24 report go to: http://www.fin24.co.za/articles/fin...FW&ArticleID=_2139930&source=13&pd=07/05/2007
Heineken have only recently secured the right to brew Amstel for the South African market and plan to be in action again by early July but predict that shelves will only be fully stocked by November.
Pulling Amstel beer from the SA market created a mini uproar from loyal Amstel drinkers and according to Heineken, Bavaria Breweries is trying to capitalize on it.
Fin24 reported that Bavaria’s cunning response was that they have taken note of the complaint and changed the wording so as to not belittle Heineken.
Bavaria Breweries MD Marco Faber says: “We’ve revised the campaign to incorporate ‘I AM STILL HERE’ on all posters and leaflets.” Hardly a big change from the previous “I AM STEL here” but it’s something.
Personally I have no sympathy with Heineken; they decided to exit the market and should be able to take a small knock like this on the chin. They decided to leave and have no right to cry foul when their competitions point this out to the market.
For the full Fin24 report go to: http://www.fin24.co.za/articles/fin...FW&ArticleID=_2139930&source=13&pd=07/05/2007