Amstel plans outdoor push to promote ‘relaxed’ drinking

Amstel is the latest brand to use “real people” in its new campaign. The reportage-style ads will show people drinking and having fun in a more “relaxed” style than the typical drinkers.

The £1m outdoor campaign, which breaks next month, will include posters within 200 metres of all pubs serving the lager brand. The posters, created by Karmarama, will run on 1,000 sites focusing on cities with a strong Amstel presence.

The campaign aims to reflect the relaxed, anti-lout drinking culture of Amsterdam. It is targeted at both men and women, aged 28 to 34 years old, who Amstel says are more settled and content than typical lager drinkers.

Amstel brand director Simon Shaw says the advertising reflects the brand’s ambition of “challenging category codes”.

Media planning is through MindShare. The campaign will appear on six-sheet panels, banners, London Underground sites and backlit six-sheet poster sites.

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