Created to redefine Amstel’s image in Brazil, Amstel Vibes stands out amid the Heineken group’s product portfolio approach, which is currently heavily centered on beers. The creation of a new Ready-To-Drink product sought to revitalize the context of the Amstel brand, in order to guide its strategy and attention towards a new audience, with a completely different narrative, in an unprecedented product context.
Part of our strategy was to understand and connect with Brazilian Gen-Z, Amstel Vibes’ main target audience. A bold generation, which prioritizes authenticity and community experiences that align with their individual values. And despite their natural immersion in the digital world, they seek physical and sensorial experiences amidst the high exposure to information.
Understanding the ever-evolving landscape of our target audience, we recognized the importance of transcending traditional associations with the Brazilian RTD (Ready-to-Drink) market, which typically revolve around summertime parties and urban clubs. Instead, we focused on capturing the essence of their feelings and state of mind, going beyond the time of day or location. This insight led us to explore sensory experiences, blending rational and emotional appeals seamlessly.
We call it ‘Fizzy Feels’, a concept that encapsulates the moment of peak pleasure when drinking Amstel Vibes, bringing to the brand a sensorial depth that reflects the nature of our audience, inclined towards sensory experiences, emotions and authenticity.
– FutureBrand São Paulo
