“Amstel” New age, old school!
Almost eight months ago, Amstel, the famous beer brand, number one beer in sales in Greece, introduced comsumers in Serbia to its new campaign called “NEW AGE, OLD SCHOOL”. Through this campaign, it shows three interesting characters named Dzoni, Beli and Gile, who symbolize the archetypes of what we admire and praise in our friends! These three characters are there to remind the world that true friendship hasn’t disappeared and is still valued. Furthermore they embrace the idea that wisdom that comes with age and experience in a trait of the best.
The story of friendship is in the very DNA of the Amstel brand. Back in 1870, two friends had a vision to create a beer fitting the taste of consumers in Amsterdam. They were named Charles de Pesters and Johannes van Marwijk Kooy and were the founders of the original Amstel brewery back in the day! They named their beer after the Amstel river and the fresh brewed, Bavaria-style lager beer became an instant favoutite. Amstel was aqcuaired by Heineken in 1968, since then it’s gained tremendous popularity and is calebrated across the globe!
Also important is thefact that Amstel has rejuvenated its association with international football via the sponsorship of the UEFA Europa League until 2021. The partnership extends the brand’s proud heritage with the world’s most popular game, having previously been a sponsor of the UEFA Champions League from 1994–2005. Some of the commercials for the “NEW AGE, OLD SCHOOL” campaign show the three friends enjoying the UEFA Champions League.
True friendship is a philosophy of life that the brand wants to share with others. Charles and Johannes turned their idea into reality because they shared a vision and worked together. That should be a prefect example for the young generation, that true friends can do anything together!
Marketeam: Konstantina Nikolopoulou , Christiana Bramo, Fotis Aggelis, Myrto Antipa
