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.