Amstel Light launches “Savor Complexity”


The campaign highlights the surprising complexities of simple items such as the burger, pigeon, dart board, umbrella and ping pong, encouraging consumers to consider and appreciate the intricacies of their everyday lives. Created by Droga5 New York, the integrated campaign includes print, radio, out-of-home, digital and social media activations, and highlights the sophistication, multi-dimensionality, and depth of both Amstel Light’s consumers and the beer itself.

Amstel Light spokesperson Arielle Himy tells RBR-TVBR the campaign will run on radio in New York, Chicago, Boston and Philadelphia.

“Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer,” said Belen Pamukoff, Brand Director, Amstel Light. “We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren’t willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives.”