SOURCE: Heineken USA

May 15, 2008 08:00 ET

Amstel Light Taps the Free Spirit of Amsterdam With "One Dam Good Bier"

New Campaign Leverages Amstel Light's Unique Brand Equity

WHITE PLAINS, NY--(Marketwire - May 15, 2008) - Amstel Light, a leading imported light beer from Holland, unveiled today a powerful differentiator to drive its new marketing campaign -- the brewing tradition and free spirit of its birthplace, Amsterdam. Research showed that the most ownable space for Amstel Light was based on a brand equity it had all along but just hadn't fully leveraged, and that is "Amstel Light is brewed in Amsterdam in the Amstel tradition, which dates back to 1870."

The campaign is anchored by the statement "One Dam Good Bier" -- a line that describes the quality of Amstel Light, but also speaks to the premium beer's Amsterdam roots by linking the spelling of the word "Dam" to the Dam in Amsterdam.

Beginning the week of May 12, the campaign will drive all Amstel Light communications, consumer events and major initiatives. The 360-degree initiative is designed to capture the spontaneous, open-minded spirit of Amsterdam that's brewed into every bottle of Amstel Light.

"The power of the campaign goes way beyond a double entendre," said Kheri Holland Tillman, vice president of marketing, Amstel Light. "It's a unique and ownable insight that sets Amstel Light apart. The campaign is a rallying cry for loyal consumers who've savored Amstel Light for years as well as an introduction for new consumers to the brand's quality, authenticity and Amsterdam-based brewing tradition that dates back to 1870."

360-Campaign

Beginning the week of May 12, consumers will experience the new campaign through national marketing activation including on- and off-premise sampling, television, print, out-of-home and PR initiatives. Then in the summer, the brand will execute a series of Amsterdam-themed events and sponsorships to reinforce the connection between Amstel Light and the city in which it's brewed by giving consumers a little "taste" of Amsterdam.

Advertising Campaign

The Richards Group created the new advertising campaign, which captures the progressive, magical spirit of Amsterdam as well as Amstel Light's inextricable connection to the city. The brand has a high-impact media schedule, with a mix of television, national and local print, interactive and out-of-home ads running through the summer.

Digital Experience

Consumers can visit www.amstellight.com to experience the campaign through unique interactive experiences that allow for full immersion into the birthplace of Amstel Light. The revamped website includes unique videos, information on upcoming events and promotions, downloadable ring tones, wallpapers and screensavers.

Dutch Takeover Event in NYC

New York City, a Dutch colony in the 1600s known as New Amsterdam, will serve as the base for a mock "Dutch Takeover" on May 15 to support the new campaign. This effort to "reclaim" the Amsterdam Avenue section of Manhattan will include a nod to the bicycle culture of Holland with an unprecedented bicycle giveaway by partner I amsterdam. Replicating the spirit of the Dutch city, an authentic 10-seater Beer Bike will traverse Amsterdam Avenue throughout the day, and pubs along the route will feature "Dutch Treat" drink specials. Also, Northwest Airlines/KLM Royal Dutch Airlines, in conjunction with Metro New York, will provide complimentary round trip tickets to Amsterdam as part of a sweepstakes that will kick off at the launch event and run through the summer event series.

In July and August, consumers can experience the progressive, magical spirit of Amsterdam at the "Amstel Light Lounge 1870," a modern pop-up bar infused with elements traditionally found in Dutch pubs during the late 1800s. The lounges will appear in Boston, Chicago, Baltimore/D.C., Miami and San Francisco.

Brand Performance

Amstel Light pioneered the premium light beer category when it was introduced to the U.S. in 1982. Today, almost 50 percent of the U.S. beer market is composed of light beer drinkers and Amstel Light remains the only light beer in the category that tastes like a full-flavored and distinct European-style import with the benefits of being a light beer.

About Amstel Light

Amstel Light is a leading imported light beer brand in the U.S. The Amstel Brewery was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's largest brewer of lager beer. In 1982, Amstel Light was born as an import to the U.S. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA, headquartered in White Plains, New York, the nation's premier beer importer. For more information, please visit www.amstellight.com.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

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