Campaign details
Brand: AmstelBrand owner: HeinekenEntrant company: Heineken South Africa, JohannesburgIdea creation: VMLY&R South Africa, JohannesburgMedia: Red Star, JohannesburgMarket: South AfricaSector: Beer & ciderMedia channels: Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 3 - 5 million
Executive summary
Amstel was considered the most premium beer in South Africa for over forty years, setting the bar for premium until its exit in 2007. The beer returned to South Africa one year later finding its discerning 'Slow Brewed Extra Matured' positioning had...