Want to know what the Netherlands taste like? Then drink an Amstel Light. But, rather than just rely on taste, the popular imported beer enticed drinkers’ other senses, like sight and touch, with a bevy of ad specialties. It’s “Unlock the Taste of Amsterdam” promotional effort centered around a national under-the-cap sweepstakes. Consumers could visit www.amstellight.com to enter codes that could win a variety of prizes, including 10 Amersterdammer bicycles and a trip to Holland.
The effort, which ties in with it’s year-old “One Dam Good Bier” advertising campaign, was brought to life in the sales channel via a separate “Win an Amstel Light Experience” giveaway. People purchasing the product in liquor and convenience stores were invited to enter to win the trip and other prizes, including Ogio backpacks and bicycles. A mail-in offer for a “One Dam Good Bier” T-shirt was included. Pole-topper displays, price cards and other point of sale materials promoted the effort.
A similar offer appeared in grocery stores, with cross-merchandising offers including Dutch inspired recipes from Chef Jake Linzinmeir. Materials encouraged shoppers to “whip up a little progressive Amsterdam spirit” at their next party.
“For Amstel Light, we leverage promotional materials to help drive consumer awareness for the brand long after they have left the event or venue,” says Kheri Holland Tillman, vice president of marketing for Amstel Light. “It is critical that all of our communications reflect the brand’s premium quality and the spirit of Amsterdam – the city in which Amstel Light is brewed.”