Pictured left are the
greatest menaces to
orderly and disciplined
behavior in our society. But there are some
of you who refuse to believe this. There are
some of you who think Amstel Bier is just "a
smooth, golden lager." That Amstel 1870 is
nothing more than "a rich, hoppy pilsner."
That Amstel Light is merely "a crisp, full-bod
ied light beer." FOOLS! These beers come
from the very belly of hedonistic humanity
Amsterdam. These beers are the true embodiment
of Amsterdam's recklessly open-minded behavior.
Don't let the conservative-looking bottles fool
you. You must resist their seduction. You
must say no to the Amstels from Amsterdam.
We appreciate your cooperation.
LAUNCHES ATTACK ON ANSTEL
"open for anything" image of the city
of Amsterdam.
"We found that when it comes to
choosing a beer, the group we aim to
reach feel that heritage and history
are of particular importance. In our
first print campaign the emphasis
was on the beer's Amsterdam origin.
'Open for Anything. Are You?' was
the payoff line", says Yuri Schwalbe,
Amstel brand manager at Heineken
USA.
But how could the open minded-
ness philosophy best be communica
ted in a subsequent phase of the (TV
and radio) campaign? Heineken USA
and the advertising agency conclu
ded that the most effective way
would be to show the exact opposite.
This basic concept led to the 'birth' of
Garrison Boyd and his Americans for
Disciplined Behavior; as fighters
against innovation and against
Amstel. Fully in line with expecta
tions, Boyd's crusade is having the
reverse effect. Figures for the initial
post-launch months show that sales
are well ahead of all the forecasts.
OUR
ENEMIES
A MESSAGE FROM GARRISON BOYD AND
AMERICANS FOR DISCIPLINED BEHAVIOR.
www.g-boyd.com
