Values
OCTOBER 2 O O 1
the brand has established a name for itself and the consumer has
already grown a little familiar with Amstel."
Research showed that the concept could certainly be used in
markets like Greece, Bulgaria and Hungary. But it was clear that
the storylines of the Dutch commercials could not simply be
copied as they were. As Jolanda van Wijk explains: "In every
country the values linked to friendship and humour are different.
Something that works excellently for one country may send out
the wrong signal in another. So you have to flesh out the concept
of friendship in a different way in each country." The briefing is
the same for all countries, but a local advertising agency will have
to translate the theme to fit in with the standards, values and
culture of the relevant country.
Since the end of 1999, the Greek version of the three friends has
been aired on TV and in Hungary their counterparts have been on
TV since 2000. This was followed by Bulgaria at the beginning of
2001 and at this moment the possibilities of harnessing the values
of friendship for Amstel in Spain are also being studied. "The
advertising campaigns in Greece, Bulgaria and Hungary form part
of a broad package of marketing activities, so we do not have any
hard figures to demonstrate how successful the campaigns are.
But one thing is sure: they are making a good contribution to
boosting the sympathetic image of Amstel."
A multinationally strong standard brand; that is the overall
objective for Amstel. This broadly formulated objective gives
Operating Companies the possibility of largely determining for
themselves what role the brand will play in their brand portfolio.
But in every country where Amstel has already built a solid
reputation, you will invariably find that it reflects the values of
Fun, Freedom and Friendship.
