Heineken brands globally

07/25/2005 | Bloomberg Businessweek

From TV spots starring Brad Pitt to product placement in the recent film "Be Cool" to its sponsorship of the touring rave party called Thirst, Heineken is using every marketing trick in the book to increase its brand recognition and popularity around the globe. It helps, says Heineken's global marketing manager, Pascal Gilet, that "U.S. commercials are also able to travel very much."

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