Amstel Light invites consumers to 'savor complexity'


WHITE PLAINS, N.Y. — Amstel Light has launched its latest advertising campaign that encourages consumers to consider and appreciate the intricacies of their everyday lives.

The "Savor Complexity" campaign highlights the complexities of simple items, such as the burger, pigeon, dart board, umbrella and ping pong, through print, radio, out-of-home, digital and social media activations. The integrated campaign was created by Droga5 New York.

"Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer," Amstel Light brand director Belen Pamukoff said. "We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren't willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives."

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