May 15, 2008 08:00 ET
Amstel Light Taps the Free Spirit of Amsterdam With "One Dam Good Bier"
New Campaign Leverages Amstel Light's Unique Brand Equity
WHITE PLAINS, NY--(Marketwire - May 15, 2008) - Amstel Light, a leading imported light
beer from Holland, unveiled today 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
Beginning the week of May 12, the campaign will drive all Amstel Light
communications, consumer events and major initiatives. The 360-degree
initiative is designed 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, 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
Beginning the week of May 12, consumers will experience the new campaign
through national marketing activation including on- and off-premise
sampling, television, print, out-of-home and PR initiatives. Then in the
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.
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.
Consumers can visit www.amstellight.com to experience the campaign through
unique interactive experiences that allow for full immersion into the
birthplace of Amstel Light. The revamped website includes unique videos,
information on upcoming events and promotions, downloadable ring tones,
wallpapers and screensavers.
Dutch Takeover Event in NYC
New York City, a Dutch colony in the 1600s known as New Amsterdam, will
serve as the base for a mock "Dutch Takeover" on May 15 to support the new
campaign. This effort to "reclaim" the Amsterdam Avenue section of
Manhattan will include a nod to the bicycle culture of Holland with an
unprecedented bicycle giveaway by partner I amsterdam. Replicating the
spirit of the Dutch city, an authentic 10-seater Beer Bike will traverse
Amsterdam Avenue throughout the day, and pubs along the route will feature
"Dutch Treat" drink specials. Also, Northwest Airlines/KLM Royal Dutch
Airlines, in conjunction with Metro New York, will provide complimentary
round trip tickets to Amsterdam as part of a sweepstakes that will kick off
at the launch event and run through the summer event series.
In July and August, consumers can experience the progressive, magical
spirit of Amsterdam at the "Amstel Light Lounge 1870," a modern pop-up bar
infused with elements traditionally found in Dutch pubs during the late
1800s. The lounges will appear in Boston, Chicago, Baltimore/D.C., Miami
and San Francisco.
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.
About Amstel Light
Amstel Light is a leading imported light beer brand in the U.S. The Amstel
Brewery was founded in 1870 in Amsterdam, Holland by two businessmen,
DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's
largest brewer of lager beer. In 1982, Amstel Light was born as an import
to the U.S. Characteristic of this beer is a unique selection of raw
materials and an intense fermenting process. The result is a premium
imported light beer containing only 3.5% alcohol and approximately 35%
fewer calories than regular lager beer. Amstel Light is imported by
Heineken USA, headquartered in White Plains, New York, the nation's premier
beer importer. For more information, please visit www.amstellight.com.
About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of
Heineken International BV, which is the world's most international brewer.
Brands imported into the U.S. include: Heineken Lager, the world's most
international beer brand; Heineken Premium Light; Amstel Light, a leading
imported light beer brand; 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. Please