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New Amstel Light Campaign Plays Up Hard-Partying Amsterdam

  • Ad Age, Thursday, May 15, 2008 10:30 AM
A new positioning for Heineken-owned Amstel Light plays up its brewed-in-Amsterdam roots, with scenes from that city's legendary, lawless party scene over the tagline "Dam good bier." The campaign from Richards Group represents an abrupt shift from former agency Publicis' final effort on the brand, which tried to position Amstel as an upscale brew ideal for on-yacht consumption.

"This is [a positioning] that we can own," says Kheri Holland Tillman, vp-Amstel Light for Heineken USA. Just being a light import is hardly a distinction these days. In addition to Heineken Premium Light, which gets far more ad dollars than Amstel, Heineken USA also markets Tecate Light. Beck's Light and Corona Light also compete in the growing segment.

Part of Amstel's marketing efforts will include Dutch-style bikes in New York that will be pedaled on Amsterdam Avenue, including a 10-seat "beer bike"--a foot-powered rolling saloon of the sort found in Amsterdam. The new effort will also feature significant print, TV, out-of-home, digital and on-premise executions.

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