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."