Amstel ULTRA: True Luxuries

Amstel ULTRA, the premium low-carb, low-calorie light beer, is launching a new global campaign with tennis legend, Rafa Nadal, titled 'Choose Your Way to Live'. The campaign highlights the importance of finding balance in life and the benefits of selecting a beer that works for you.
Agency: Edelman

The ‘Choose Your Way to Live’ campaign shows Rafa embracing an active, but balanced lifestyle, enjoying the simpler moments with friends and family. The two hero films in the campaign - ‘True Luxuries’ with Amstel ULTRA® and the ‘Rafa Side of Nadal’ for Amstel 0.0, show the unexpectedly understated ways Nadal likes to spend his time away from the court. Launching first in Mexico and Spain, with an additional 10 markets following later in 2021, the campaign demonstrates how Amstel ULTRA and Amstel 0.0 are high quality, refreshing alternatives for those occasions where low calories or zero-alcohol beers are a great fit. The films illustrate Rafa’s choices to make the most out of every situation, such as enjoying the ‘nightlife’ with a late-night run or camping out with friends in '6* luxury' under the stars. The ‘Choose Your Way to Live’ campaign also highlights the importance of moderation and responsible consumption as part of HEINEKEN’s wider Brewing a Better World ambition to create more choice for consumers within the zero-alcohol category.