Amstel Amps Up Its 'Dam' Ads

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Amstel Light thinks it’s got a dam good campaign going.

As a result, the imported beer brand is initiating phase two of its “One dam good bier” campaign. The Dutch beverage will work to fully drive home its Amsterdam origin through new packaging, ads and an “Amsterdam Live!” tour.

“Through the lens of Amstel we want to bring Amsterdam to life for consumers,” said Kheri Holland Tillman, vice president of marketing for Amstel Light at Heinken, USA.

Like many imports, the brand is struggling.

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