Amstel Radler’s new outdoor campaign

The agency has kicked off Amstel Radler’s outdoor campaign. To give continuity to “It all starts with a Doer”, we implemented the campaign in Spain’s largest cities, which goes alongside the TV spots and Amstel Radler’s 2018 digital strategy. An action focused on constructing the new positioning and being relevant to the user at all times with maximum segmentation.

For this, the OOH ads will be used to highlight the product message and as a way to reinforce its leadership with the hashtag #EsDeMotivado. The messages are centred around powerful titles: “You can’t get this taste without lemons” or “Being the first to mix Amstel with natural lemon juice #EsDeMotivado”.

Some of these phrases are accompanied by digital animations, like one showing an Amstel Original that is transformed into an Amstel Radler when a lemon touches the bottle or falling lemons that fill up an entire ad. Ultimately, they all manage to make the most of the digital characteristics. In addition, 72 of the 290 digital ads are being used to carry out a trial action in two areas of Madrid. An activation which, as summer approaches, aims to incentivise people to try the product. The media strategy has been implemented with the help of Dentsu Red Star.