Art in a Bottle print

Art Print 1

Amstel is the leading premium import light beer in the US. The company spends over $30M per year to connect with consumers, yet the brand team felt that it lacked a coherent, compelling brand positioning. Our team was retained to refine and articulate the Amstel brand. Our work uncovered relevant consumer insights and highlighted priority benefit corridors, delivering compelling creative direction for the brand.

Coston ran the creative process delivering the winning campaign in competition with Publicis (the incumbent), validated in focus testing nationally. In the end the process resulted in an agency change, moving the $20 million business from Publicis to The Richard’s Group.


  • For Amstel Light

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Art in a Bottle clip 2