Amstel Light: Battle of the Burger

Amstel Light packs a lot of flavor into its 95-calorie bottles and cans. To reinforce its taste message and connect with its core consumers, 25- to 29-year-old men with incomes of $100,000 and higher, the Heineken International-owned brand has aligned itself with food events that pair its refreshing low-carb brew with tasty burger creations.

Battle of the Burger in 2014 engaged fans in four cities—Boston, Chicago, New York and Philadelphia—in a heated competition among local chefs vying to create the best burger. Attendees met the chefs, sampled their sliders and burgers and, along with a panel of judges, voted for the peoples’ choice winner, all while enjoying Amstel Light. Branded umbrellas in Amstel Light’s signature red-and-white colors, “Official Beer of the Burger” signage and 95-calorie messaging set the scene as attendees played ping pong and corn-hole toss and grooved to music and live entertainment. Attendees also could pose behind life-like dioramas of great American cities and post their photos to social media with the hashtags #AmstelLight or #BurgerBattle to extend the action digitally on-site and after the event, resulting in millions of impressions on Twitter and Instagram.

The Amstel Light Burger Bash, hosted by Rachael Ray for the ninth year and held in February 2015 during Miami’s South Beach Wine & Food Festival, also reinforced Amstel Light’s position as the Official Beer of the Burger and its “95 Calories Never Tasted So Good” messaging. This year’s activation featured three Amstel Light bars, 33 chef stations, live music and an award ceremony. A diner-inspired “Amstel Light Burger Shoppe,” complete with booths and black-and-white checkered floor, greeted guests as they entered the space. Attendees also could participate in a “Kiss the Cook” photo engagement and a “Napkin Sketch” booth. The center bar was co-branded with Strongbow Hard Apple Ciders, another Heineken International brand, which touted a “Bestest Over Ice” message. The Amstel Light Burger Bash garnered nearly 350M total original media impressions and 173 original print, broadcast and online media placements.

Amstel Light and Strongbow also were poured exclusively during the festival’s three-day Grand Tasting at a 20- by 70-foot footprint that featured custom pergola structures, beautiful back bar displays and branded games. Additional added-value activations, including the MasterCard Priceless Miami Preview Italian Al Fresco Feast on the Beach, Meatopia and Best of the Munchies, increased awareness and extended the brands’ reach to thousands of festival attendees.