Amstel Light Leverages Unique Brand Equity

Amstel Light, a leading imported light beer from Holland, unveiled a powerful differentiator to drive its new marketing campaign–the brewing tradition and free spirit of its birthplace, Amsterdam.

Research showed that the most ownable space for Amstel Light was based on a brand equity it had all along, but just hadn’t fully leveraged, and that is “Amstel Light is brewed in Amsterdam in the Amstel tradition, which dates back to 1870.”

The campaign is anchored by the statement “One Dam Good Bier"–a line that describes the quality of Amstel Light, but also speaks to the premium beer’s Amsterdam roots by linking the spelling of the word “Dam” to the Dam in Amsterdam.

The campaign is designed to drive all Amstel Light communications, consumer events and major initiatives. The 360-degree initiative has been created to capture the spontaneous, open-minded spirit of Amsterdam that’s brewed into every bottle of Amstel Light.

“The power of the campaign goes way beyond a double entendre,” said Kheri Holland Tillman, vice president of marketing for Amstel Light. “It’s a unique and ownable insight that sets Amstel Light apart.

The campaign is a rallying cry for loyal consumers who’ve savored Amstel Light for years as well as an introduction for new consumers to the brand’s quality, authenticity and Amsterdam-based brewing tradition that dates back to 1870. ”

360-Campaign Amstel consumers are already experiencing the new campaign through national marketing activation including on- and off-premise sampling, television, print, out-of-home and PR initiatives. Continuing this summer, the brand will execute a series of Amsterdam-themed events and sponsorships to reinforce the connection between Amstel Light and the city in which it’s brewed by giving consumers a little “taste” of Amsterdam.

Advertising Campaign The Richards Group created the new advertising campaign, which captures the progressive, magical spirit of Amsterdam as well as Amstel Light’s inextricable connection to the city. The brand has a high-impact media schedule, with a mix of television, national and local print, interactive and out-of-home ads running through the summer.

Brand Performance Amstel Light pioneered the premium light beer category when it was introduced to the U.S. in 1982. Today, almost 50 percent of the U.S. beer market is composed of light beer drinkers and Amstel Light remains the only light beer in the category that tastes like a full-flavored and distinct European-style import with the benefits of being a light beer.


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