Amstel Light is spending the winter wooing skiers and celebrities via a series of Après Ski Lodge events. The Heineken USA brand is taking over lodges and bars in Telluride CO and Park City UT in February and March creating environments that resemble a Swiss ski chalet. The campaign is a cold-weather complement to Amstel’s portfolio of golf and culinary events.
“[The Lodge] really provides an element of fun and interest that ties the brand to the social aspect of skiing in a way that stands out from what some of our competitors are doing ” Mike McCann Heineken USA’s director-integrated marketing promotions and sponsorships told Buzz.
To broaden its reach in markets with high concentrations of ski buffs the company also is running bar promotions until mid-March in Boston Chicago Los Angeles New York City and San Francisco. The promos will feature brand ambassadors decked out in snow gear free samples and opportunities to win Telluride and Park City travel packages.
The ski-themed campaign also included a stop at the Sundance Film Festival where Amstel deployed a team of four Saint Bernards each wearing branded kegs on their collars. A second group of Saint Bernards will represent the brand at Telluride. Agency: Mirrorball New York City.