Amstel aligns campaign with life's complexities

WHITE PLAINS, NY: Amstel Light has kicked off a campaign to appeal to consumers' emotions by leveraging the complicated nature of everyday life.

WHITE PLAINS, NY: Amstel Light has kicked off a campaign to appeal to consumers' emotions by leveraging the complicated nature of everyday life.

The “Savor Complexity” initiative is aimed at “connecting with consumers on a more emotional level” by showcasing the complexities of Amstel Light drinkers, the brand, and simple items, such as food, said Belen Pamukoff, brand director at Amstel Light.

“In our research what we found is consumers don't like to be called simple,” she explained. “They are complex people and have layers.”

Pamukoff said the brand, which has focused on functionality in its past campaigns, wants to form a connection with its target demographic of 25- to 29-year-old men beyond partying. Forty-six percent of Amstel Light drinkers have an income of $100,000 or more, she said, and they are career-oriented and social.

Food events and sponsorships in Amstel Light's four core markets of New York, Boston, Philadelphia, and Chicago are going to be a main part of the campaign, said Pamukoff. The brand will participate in various local food events that serve “mainstream food that is prepared in a different way,” she added. Some of the events include Meatopia, Burger Bloodbath, Boston Magazines: "Battle of the Burgers,” and Burger Bash. Pamukoff explained that the burger is a major focus for the food events because it is a simple meal that can be made complex depending on the ingredients.

MSLGroup, Amstel Light's PR agency since 2006, will reach out to local press and broadcast media outlets for each event, said Pamukoff, and the firm will work closely with the brand's event and social media firm Mirrorball. The PR agency will also engage food journalists, bloggers, men's publications, and some national news platforms to promote the events.

In addition to events, social media will play a major role in the initiative. While MSL and Amstel's creative agency Droga5 New York offer counsel on social media strategy, the brand's social networks are managed by Mirrorball, said Pamukoff.

"We want to specifically gear into social media to expand the reach of the campaign,” she said.

On the Amstel Light Facebook page, which has nearly 36,000 fans, the brand is posting graphics of items that are “beautifully complex,” such as guitars and decadent recipes. Pamukoff said the social platform will also soon have an interactive app called “The Complexity of You” for users to download.

“Once you download the application, it will gather all your information and make a graphic of how complex you are,” she said.

The brand will also promote the campaign and its events through Twitter.

“We are talking to our consumer in a different way, certainly different than the other beer companies are talking to the male consumer,” explained Pamukoff. “We are communicating something that they can relate to, which is savor complexity because it's something that can inspire you and you can enjoy in food and in life.”

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