Amstel Light Invites Consumers to 'Savor Complexity' in New Campaign

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Amstel Light Invites Consumers to 'Savor Complexity' in New Campaign


WHITE PLAINS, N.Y. -- Amstel Light today unveiled its new "Savor Complexity" campaign, which aims to highlight the surprising complexity of simple items such as hamburgers, dart boards, umbrellas and ping pong, encouraging consumers to consider and appreciate the intricacies of their everyday lives.

"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," said Belen Pamukoff, brand director, Amstel Light. "We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, aren't willing to sacrifice taste and this campaign showcases the overall versatility of our product and its relevance to their lives."

Created by independent advertising agency Droga5 New York, the integrated campaign includes print, radio, out-of-home, digital and social media activations, and highlights the sophistication, multi-dimensionality, and depth of both Amstel Light's consumers and the beer itself, the company said.

"Most beer advertising is a race to the bottom, but Amstel Light respects its drinkers and understands they're not interested in the lowest common denominator," said Andrew Essex, CEO of Droga5. "Amstel Light is a beer with substance, and this campaign celebrates just that: the full story, the deeper meaning, and life's complexities."

For more information on Amstel Light and the campaign, visit, or follow @AmstelLight on Twitter.