Ads are the real deal for Amstel lager

29 June, 2007

Heineken UK 's outdoor ad campaign for Amstel

shows real people in unposed photos.

Some 1,000 posters will be posted, mainly in cities such as London, Cardiff, Leeds, Bristol and Manchester.

The ads

poke fun at British drinking habits and aim to promote a " Continental drinking philosophy", to fit

Amstel's "chilled from Amsterdam" proposition.

Brand manager Toby Shaw said: "The campaign was inspired by the easygoing, unpretentious drinking culture of Amsterdam and Bar Amstel is all about relaxing with friends, trying new things and meeting new people."

Amstel's sister brand Heineken is also promoting " Continental" drinking through a TV ad campaign, a new way of serving the beer with a thick head, and a marketing campaign based around European drinking styles.

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