After 3 years without communication, Amstel faces 2017 with two problems.

1. In a market as territorial as Spain, where each brand has its territory, Amstel could not be relevant in its most important territories.

2. During the years of the crisis, Amstel launched a format with 14% more free, which removed it from the values ??of quality.

Goals:

- Increase national awareness

- Consolidate the strength and leadership of the brand in two strategic markets.

- Increase penetration and market share.

The director Julio Medem creates a road movie that takes place between the reality of the film, where our actors are themselves, and the fantasy of its history, that takes us to travel through Spain.

Phase 1: Expectation

The campaign began on television with autopromos. While in digital we premiered the poster of the film and showed the trailers.

Phase 2. Premiere and Premiere

We created a press junket in which we invited journalists to brief interviews with the actors and the director of the film.

In social networks we invite to see the premier live in our Facebook.

The premiere, with red carpet, saw more than 30 celebrities parade. Live connection with National News and simultaneous premiere in cinema, television and internet.

Phase 3. Promotion

After the premiere, we promoted at the point of sale with a collection of bottles whose labels counted the film through illustrations.