More brand awareness and
more distribution of the
Amstel brand in the coastal
area. These were the two
main objectives energetical
ly pursued by Area Export
Manager Goof Meijer in
Portugal in the summer of
1996. He commissioned a
special events agency to
organise and carry out pro
motional activities for
Amstel on the beaches.
The campaign consisted
of a month-long tour along
fifteen Portuguese beaches
and offered a wide variety of
activities to the sunbathers,
including aerobics, jet-ski
ing, bowling, foot volleyball,
kayaking and even water
polo at sea within an inflata
ble perimeter.
Sales promotional mate
rial featuring the Summer'96
logo was purpose-developed
for this campaign. In addi
tion, a different set of beer
mats was developed for
each location, listing the
local bars where the owner
of a beer mat would receive
a glass of Amstel beer free of
charge. Those too thirsty to
make it all the way to the
bar were served freshly
drawn Amstel beer by Major
Tom, who carried on his
back a dispensing unit with
a 10-litre container and a
carbon dioxide cartridge.
