beverages

Amstel Light Urges Consumers To 'Savor Complexity'

Amstell-Light-B

Amstel Light's new ad campaign, "Savor Complexity," highlights the complexities of simple items.

Consumers are encouraged to consider and appreciate things such as the burger, pigeon, dartboard, umbrella and ping pong.

The effort aims to position the brand in a different light by celebrating the unique complexities of both the brand and target consumer, said Belen Pamukoff, brand director, Amstel Light.

"This campaign showcases the overall versatility of our product and its relevance to their lives," Pamukoff said in a release.

Created by Droga5 New York, the integrated campaign includes print, radio, out-of-home, digital and social media activations.

Heineken USA named Droga5 as the agency of record for its Amstel Light brand in December. The agency handles strategic and creative development to support brand growth in the U.S. The Richards Group previously handled the account.

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The campaign will be promoted on the brand’s Facebook page at www.facebook.com/amstellight and on Twitter, @AmstelLight.

Amstel is one of the world's top five international beer brands. Heineken USA currently distributes Amstel Light, and introduced Amstel Wheat in select U.S. markets in 2011.

Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico

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