Case Studies

Amstel

The Business Challenge

Encourage The UK’s independent beer drinkers to adopt Amstel as their own

The Insight

Being chilled, happy and tolerant (like the Dutch) is more aspirational than spending money on pretentious ‘premium’ beers, and far more appealing to the modern drinker than drinking ‘wifebeater’ and getting lairy/ aggressive.

The Brand Purpose

To bring the relaxed drinking culture of Amsterdam to the UK

The Creative Solution

Chilled from Amsterdam.

Media Placement

Surrounding the urban ‘drinking villages’ of our target in London, Bristol, Manchester and Edinburgh

The Results

Following our first Chilled from Amsterdam campaign, Amstel became the fastest growing beer brand in the on-trade (pubs and clubs). The 2008 campaign has just launched, so we will be watching results with interest!