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Amstel: The Pursuit

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Amstel's distinctive green bottle and gold foiling defined the premium beer market in South Africa when it was first introduced in 1964. But a lot has changed since then. Today’s beer market is cluttered and highly competitive. Many brands have come and gone, and those that remain are in a constant struggle for share of market. Amstel’s share is currently sitting at 4%.
The beer category is not the only thing that has changed. Today’s consumer is a completely different creature too. The post Rainbow Nation generation is the process of reconsidering the choices made by the past generation and are rejecting the way things were.The role of this commercial is to remind South African beer drinkers that when you take a moment to slow down and carefully consider your options, better outcomes can be reached. And that greatness can not only be pursued, but achieved.Agency: Y&R South Africa
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Integrated ECD: Jacque Matthee

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