The Sun shines brightly over the vividly-colored hills of Valparaíso this warm afternoon. Summer days in this well-known port city of Chile rarely reaches a temperature above 25, due to proximity to the Pacific Ocean. It’s more manageable than the pressing metropolitan heat of Santiago, basically.
This afternoon I decide to sit down for a while, reading my newly-bought business magazine Capital while sipping on a freshly-made fruity juice. Splendid!
Or so I thought. Capital is an all-standard 2-editions-per-week magazine about the business world and leadership. For this present edition it features a Chilean businessman as well as charming articles about Uruguay’s economic development. Opening the first page something bothers me. My eyes are welcomed by a full-page Royal Guard ad, accompanied by a torso of a well-dressed man holding the beer ready to sip. Royal Guard is among the most popular beer brands in Chile. Upset, I firmly turn to the next pages.
But it wasn’t over just yet. It turns out the Netherlands major beer producer Heineken turns 140 years, and the magazine makes a double page article about its origin.
alcohol marketing
To give the celebration its glimmering crown, another two Heineken-ads are included in various places throughout the magazine.
I daresay my pleasant afternoon juice didn’t turn out as splendid as I thought.
Cheers Joakim
