Dieste named Heineken USA AOR for Hispanic promotional activities.

Dieste, Harmel & Partners has been named agency of record for Hispanic promotional duties on behalf of the Heineken USA brand portfolio which includes Heineken Lager, Heineken Premium Light, Tecate and Tecate Light, Dos Equis, Bohemia and Sol. The assignment follows a thorough review process initiated by Heineken USA earlier this year.

Effective immediately, Dieste will drive the development of Hispanic market programs on behalf of the brand portfolio, and activities will also be executed by G2, the general market promotional AOR selected from the review process.

The assignment will engage the agency in developing consumer-relevant and interactive brand experience opportunities directed at adult Hispanic consumers on behalf of Heineken USA’s Heineken Lager, the world’s most international beer brand and Heineken Premium Light, as well as for Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico, which are imported by Heineken USA.

“We are truly excited to be working with such world-class brands in a way that delivers the utmost experience for Hispanic consumers—something that we are very passionate about,” said Aldo Quevedo, president and chief creative officer of Dieste.

Following the win, Dieste will develop interactive programs that connect with consumers at the on and off premise level, working with G2.

Said Steve Ward, vice president of sales strategy and channel activation for Heineken USA, Dieste’s insight and experience in tailoring programs to meet the needs and nuances of the complex Hispanic market will allow us to up-level our activities in that area. We look forward to working with the Dieste team along with G2 to provide our organization with the programming and tools we need to win at retail and with our consumers.”