Amstel has seen a decline in sales and meaningful difference among males aged 25-34years old. Brand research indicates that this consumer found Amstel to represent an old-fashioned uncle’s beer. Over the years Amstel used popular music as a resonance property in the hope that it would keep the brand relevant. However, this strategy created a doppelganger version of Amstel, where Amstel become a symbol of music to the youth and not a beer to be seen drinking. Thus, Amstel needed a ground-breaking brand refresh, that expresses its USP “Slow brewed, Extra Matured’ in a way that not only described the beer brewing process, but that encourages the 25-34year old consumer to trial the beer.

Brief

• Reposition Amstel to drive aspirational appeal and meaning for the 25-34 year old year consumer.

Objectives

• Increase sales among consumers age 25-34 years old by driving meaningful difference and relevance.

The journey of personal progress means that you are still not done. That you are still looking for more. That you’re still mastering. And that you still have a passion to be better. Therefore, Progress is brewed as slowly as our beer & just as satisfying to the senses, each sip better than the last. This landed us at “Better is Brewing” as our brand idea.

Knowing that our consumers attention is highly competed for, we had to find a way to get the consumer to see us as synonymous with progress. The answer to this was in reframing the social narrative “Indoda must” to “Indoda is”, in a way that puts our brand at the forefront of the conversation. Thus, we saw the opportunity to use our name as a mechanic to share a message about progress. Landing us with “I Amstel” as our campaign platform.