Amstel Light kicked off their One Dam Good Bier campaign by taking adult consumers on tour to "Amstel's Amsterdam" to experience a progressive twist on the art, nightlife, music and magic from the city in which it is brewed.

Each aspect of the campaign portrays the unhampered and cool culture of "Amstel's Amsterdam," including a redesigned and viewer engaging web site, off the hook new packaging, new outdoor and print ads and a
sweepstakes that gives adult consumers the opportunity to win a trip to Amsterdam.

"We witnessed an incredible reaction to the launch of One Dam Good Bier last year as consumers made the connection between Amstel Light and Amsterdam," said Kheri Holland Tillman, vice president of marketing, Amstel Light. "The brand saw a dramatic shift in consumption as a result of One Dam Good Bier. Now, we're taking the campaign to the next level by offering memorable experiences that speak to the diverse culture and fun of Amsterdam while reinforcing Amstel Light's heritage and brewing tradition. Amstel's Amsterdam is all about enjoying One Dam Good Bier and having One Dam Good Time."


I had the pleasure of witnessing the power of this seamlessly on-target and very tight campaign first hand last week at a club in Boston. Amstel culled the strength of their entire campaign into one room. Even the band and DJ (Shiny Toy Guns and DJ Clinton Sparks) matched the campaign’s theme. Talk about having a consistent brand!

Kudos to Amstel for practicing what I preach everyday: Have a consistent brand - a theme, and use the theme in various modalities. In addition to a damn good party with a custom t-shirt, Amstel is applying their consistent campaign theme thusly:

Packaging

This summer, Amstel Light is launching new bottle graphics and new packaging that embodies the brand's roots and tradition by emphasizing that a "taste of Amsterdam is brewed in every bottle." The package
creative features images of the Amstel River and canals running through the cobblestone streets of Amsterdam, as well as a synopsis of the beer's connection to the city. The new packaging will be showcased on 6- and 12-packs. While the bottle shape and appearance remain the same, the design of the label now highlights the word "Amsterdam."

Web

Amstel Light's Web site has been redesigned to give adult consumers a chance to actually step inside "Amstel's Amsterdam." By hopping on a virtual bike and riding through the streets of Amsterdam, site visitors will have the opportunity to explore Amstel Light's take on the city's unique traditions and culture. Users will enjoy their own progressive experiences as they interact with "Amstel's Amsterdam" in unexpected ways, such as learning an authentic Dutch Roar (a traditional Dutch rallying cry), creating music by moving the mouse over a series of Amstel Light "bottles" and downloading their favorite Amsterdam-themed
art.

Advertising Campaign

The Richards Group created the brand's new print and outdoor advertising campaign by using powerful and emotional images of Amsterdam to illustrate the fun energy and spirit of Amstel Light's connection to the city. The ads feature both the picturesque imagery and the festive atmosphere that have become synonymous with the city of Amsterdam, such as scenic views of the canals and groups of revelers enjoying the nightlife.

The Amstel campaign and my party night will serve as a great example for how to use a brand/message consistently. Please add your favorite example of a consistent brand message campaign (party or not).

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Prospects and even current clients judge your website when making a buying decision. It could be their first impression or their information source for your news. If your website doesn’t match your brand and marketing strategy, you may be losing customers.

Put your website to a test to see if it matches your messaging. Here’s how:

1. Does your latest sales/marketing brochure design (or even your business card) match your website design? Are the colors the same? Are the fonts the same? How about dots versus dashes between phone numbers? Do they convey a consistent message about your company, product/services?


2. Ask someone who is unfamiliar with your company/product to read your homepage and reply with a quick summary of your messaging and how to contact you. Was this person able to easily identify your targeted message, reach you and receive a reply?


3. Ask a salesperson or company spokesperson to use your homepage and present it’s content to you as if you know nothing about the company. Does the homepage really match your elevator pitch and have a compelling call-to-action?


4. Make a list of 5 adjectives that describe your targeted audience. If your list includes young, hip, trendy, swank... be sure to have contempo images and slick technology like Flash animation.

In summary, everything you put in front of a customer should have a consistent message. Every ad, every brochure, your website, corporate identity elements, etc. An integrated campaign works wonders when designed professionally by a single designer or agency.

Content is king. Keeping your website updated with fresh, high-quality, informative content positions you as an expert in your field. People want to do business with experts. Moreover, keep your information current. An outdated news page makes one wonder if you are still in business. New content also provides protein for search engine spiders.

A website that is designed with all of your marketing activities in mind will reinforce trust in your capabilities, increases sales and build your brand online.

PS. Don’t have time to put your website to the test? I’ll do it for you. Send me your url.

Labels: boston branding, boston website design, branding stretegies, web site branding, web site design