In ''The Premature Pour,'' for example, a young guy spots a beautiful woman across a crowded bar. She gives him the eye while seductively pouring her beer. A campaign that riffs on such topics is taking chances. Not great numbers. But Steve Davis, Heineken USA's vice president of marketing, maintains the provocative campaign is working.
Sex makes the world go 'round.
Women laugh a lot louder at the 'Premature Pour' than men do,'' he reports. The days of playing it safe are over for Heineken. The beer was a hot seller in the go-go '80s. The bad news is we were resting on our laurels.'' To shake the ''yuppie beer'' label, Lowe Lintas is targeting consumers 21 to 35 years old. Though the hip spots appear to be about sex and the city, Davis says they work for a different reason.