Muse Creative Awards | International Advertising Awards

United States

2017

Amstel Radler Press & Media Influencer Kit

Entrant Company

Yes Design Group

Category

MARKETING BRANDING & DESIGN

Client Name

Edelman

Sub-Category

Media Kit/Sales Kit / Folder

Heineken brand beer's global public relations agency, approached YES to create custom package to launch a new lemon flavored beer, Amstel Radler, a mix of 40% Amstel Lager with 60% natural lemon juice. The target audience included press, media and influential bloggers located in New York City with the goal to generate excitement, buzz and significant press/social media coverage in advance of the consumer launch of the new beer brand. The creative brief included a strategic delivery date, just before the official summer season kickoff Memorial Day holiday weekend. We designed a custom, branded dimensional floating cooler in the shape of an oversized lemon (with a 15"diameter injection mold), complete with printed lemon leaves with copy describing the product, a call to action, a branded USB drive bottle opener containing all product launch and brand information all in a custom hand-sewn "lemon" netting. The cooler was hand delivered via messenger and contained a six-pack of Amstel Radler beer bottles on ice. Messaging included an invitation to an exclusive pool party event at a private residence in Long Island, New York. Results included millions of dollars in earned media and more than one billion impressions (#TotallyRadler) post-delivery and launch.

Vega Awards Amstel Radler Press & Media Influencer Kit Vega Awards Amstel Radler Press & Media Influencer Kit

Credits

Art Director
Lori J. Posner
Writer
Judy Scheer
Designer
Andrea Feigenbaum
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