Dec 14, 2001

Amstel relaunch will bring beer battle to Singha

BANGKOK: Amstel Beer is poised to launch a major campaign at the

beginning of next year to shore up its flagging fortunes in the

mid-range Thai beer market.



The beverage company is believed to have a 100 million baht (US$2.5 million) war chest for its advertising agency J. Walter Thompson to

reposition its brand. Amstel is expected to go head-to-head with Boon

Rawd Brewery's Singha Beer, said an agency source.



Amstel will leverage its UEFA football tournament sponsorship in Europe

to launch a below-the-line concept called 'Beer Stadium' at four key

open-air areas in Bangkok.



Amstel Stadium Challenges will be featured at the venues and will focus

on sports, in particular football.



"The Challenges will build the credentials to reflect the personality

and character of Amstel drinkers, who are educated, genuine and

enthusiastic men between 19 and 25," said a source at JWT.



"We have to have bold ideas and be very smart to compete with Singha."



Amstel relaunch will bring beer battle to Singha

BANGKOK: Amstel Beer is poised to launch a major campaign at the

beginning of next year to shore up its flagging fortunes in the

mid-range Thai beer market.



The beverage company is believed to have a 100 million baht (US$2.5 million) war chest for its advertising agency J. Walter Thompson to

reposition its brand. Amstel is expected to go head-to-head with Boon

Rawd Brewery's Singha Beer, said an agency source.



Amstel will leverage its UEFA football tournament sponsorship in Europe

to launch a below-the-line concept called 'Beer Stadium' at four key

open-air areas in Bangkok.



Amstel Stadium Challenges will be featured at the venues and will focus

on sports, in particular football.



"The Challenges will build the credentials to reflect the personality

and character of Amstel drinkers, who are educated, genuine and

enthusiastic men between 19 and 25," said a source at JWT.



"We have to have bold ideas and be very smart to compete with Singha."



Source:
Campaign Asia
Tags

Related Articles

Just Published

13 hours ago

Spikes Asia unveils its 2024 Creativity Report

This year's top agencies include VML in Melbourne, Ogilvy in Mumbai, Dentsu in Tokyo, and more.

15 hours ago

Creative Minds: Zosia Ella Kilpatrick's quest for ...

An active surfer, a weekend gardener and a wellness enthusiast, the award-winning MullenLowe creative shares secrets to inner peace.

16 hours ago

'Why should I worry about benchmarking against ...

Exclusive: Marketing agency R K Swamy's chairman and MD Srinivasan Swamy delves into the details of the company's pioneering IPO listing in India, and why he's focused on where to invest next in tech.

18 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.