The Amstel Lite PR Campaign ran from 1 June 2014 until 31 October 2014 and formed part of an overall communications strategy. The role of Bespoke Consult was to assist the brand team at Owen Kessel Leo Burnett to create a positive consumer brand image, trade awareness (uptake) and to complement the overall communications strategy. The Amstel Lite brand needed to launch into the local market and encourage trial. In addition it would need to address the perception that “lite” beer was not a full-bodied beer and lacked the essential beer flavour. Essentially it would need to compete with the current category leader.
Over the 6 month period, Bespoke garnered a total of R8 387 764 in PR value of media exposure.
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