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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here