Amstel Light wants to rock the party

05/15/2008 | Advertising Age (tiered subscription model)

Richards Group, Dallas, in its first campaign for Heineken's Amstel Light brand, is trying to reposition the beer as being steeped in the notorious party atmosphere of Amsterdam, where it is brewed. The multiplatform pitch, whose tagline is "Dam good bier," stands in sharp contrast to previous shop Publicis' "Live tastefully" effort, which reportedly didn't help the brand's sagging sales.

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