Advertising Blitz for Amstel Light
Pour ie Sportland Sales!
"It was only introduced in 1981 and al
ready it's one of the top 15 imports. No
wonder we think it's worth every penny
we can spend on it"
That was Leo Van Munching, Jr.,
President, talking about the three
month, $2 million dollar advertising blitz
for Amstel Light that nearly doubled the
budget for 1983 and makes it the biggest
spending beer—per case—of all imports.
Bulk of the $2 million went into greatly
increased use of radio in 18 major mar
kets including New York, Philadelphia,
Miami and Detroit through Boston,
Dedicated to tennis—and Amstel Light.
Players and spectators relax in "The
Courtroom" bar of the Lyme Shores
Raquet Club during the Amstel Tennis
Tournament earlier this summer.
Dallas, San Francisco and Honolulu.
From 85 to 135 commercials were aired
every week for 7 weeks in all markets
promoting "95 calories never tasted so
imported."
AMM £rlt
Advertisement for Amstel Light on Ra
dio Station KODA billboard in Houston,
Texas provides a merchandising extra for
America's #1 Imported Light Beer.
And $V2 million was utilized for more
full-page, fuli-color space in the major
Amstel market city magazines and Sun
day supplements—plus ads for Amstel in
all the programs for every important
male and female tennis tournament
around the country.
New Amstel items are in use, too.
Bevel-edged hanging signs. Cooler
signs. And the brilliant, free-standing,
back-bar lighted sign shown here that
features the crisp new Amstel logo with
"Imported" and "only 95 calories" hot
stamped in matte gold.
Amstel Night at the Allendale Pub in
Allendale, NJ with Amstel Banner un
furled above bar. Amstel POS prizes and
free baseball tickets crowded the pub-
kept sales and spirits soaring.
I4 - .,-4 v
Dramatic, 100 case display of Amstel
Light moves a lot of the best at Pioneer,
72nd St. and Columbus Ave. in NYC.
Continuing a program of involvement
in major sporting events, imported
Amstel Light Bier was the Official
Beer of this year's Mercedes Tourna
ment of Champions at the West Side
Tennis Club in Forest Hills, New York.
Standing with international tennis star
Jose Luis Clerc are—from the left-
Russell Brown, of SSC&B, the Am
stel Light advertising agency; Clerc;
Elliot Dorfman, SSC&B; Alvin
Nilson, advertising manager, VMCO;
Kenneth Blair, assistant national sales
manager, VMCO; and Jim McDer-
mott, metro N. Y. sales representative,
VMCO.
Amstel Light at the annual "Renault
500" stock car race in the Poconos, PA.
