Heineken champions Demuestra Quién Eres.

Heineken USA continues its “Demuestra Quién Eres” Hispanic marketing platform with a series of insightful, new ads that showcase occasions when mischief and smarts win over safe and predictable. The spots by Heineken Hispanic AOR The Vidal Partnership in cooperation with the new general market advertising agency Euro RSCG, shine a spotlight on the rewards of being a risk-taker in social situations. The new creative will also encourage consumers to “Demuestra Quién Eres” (show who you are/what you are made of) with a better, more upscale beer.

“Everyone can relate to a time in their lives when they took a chance and put themselves out there -the time you found the courage to ask that gorgeous woman out on a date, crashed a VIP party or found yourself backstage with the band,” said Christian McMahan, Chief Marketing Officer of Heineken USA. “Heineken plays the role of wing-man in our consumers’ adventures as they seize these defining once-in-a-lifetime opportunities – or make every day momentous. Those drinkers dare, and in doing so, become the stuff of legend.”

The new Heineken Hispanic campaign includes a mix of television, OOH, and radio executions. Additionally, Heineken will have a dominant presence in the Hispanic digital space for the first time.