Amstel Lager’s main brand differentiator has been the promise that it is “slow-brewed”, which allegedly produces a better tasting product. This beer has always been a little more expensive than the other mainstream brands, and has traditionally occupied a prestige space that is somewhere between the imported and the local brands.
The concept of taking time to achieve true quality has been re-interpreted in the latest campaign, which tells realistic life stories of ordinary people who have to pay their dues to achieve their goals.
Humans are storytelling animals: telling a story has been proven to be the best way to engage an audience, be it in a presentation, a speech or a commercial. This campaign has used that to draw in its audience and make a very definite impression.