Amstel Sports Centraal
Beverages
About the project
Bringing Global to Local
Amstel Sports Centraal came to us with a clear ask. Adapt a global campaign into local outlets with complete 360 branding across indoor and outdoor spaces. The brief focused on creating strong brand recall through trade marketing execution and outlet-level engagement. The challenge was to keep the brand message consistent while tailoring the approach to fit specific environments and audience preferences across diverse markets.
Tailored Activation That Scores
We translated Amstel’s campaign into a full trade marketing strategy across multiple outlets. From coasters to tent cards and full wall branding, every piece was crafted to deliver visibility and connect with the end user. We followed global brand guidelines while localising assets based on audience segments. Whether it was cricket for South Asian pubs or darts for European bars, each setup was designed to resonate with its crowd and drive deeper brand interaction.
Research Backed and Ready to Serve
Tent cards were designed using a combo-led approach, pairing food and drinks to increase basket size. With research showing a 30 percent uplift in sales through combo visuals, we crafted design that performed. We also created posters, coasters, and server uniforms to complete the experience and place Amstel at the center of every interaction. Every touchpoint was designed to be memorable and effective.
A Custom Dartboard That Hit the Mark
Understanding outlet limitations, we created a fully mobile dartboard unit, designed and rendered in 3D to match brand guidelines while fitting space constraints. This activatable asset was built to capture attention during peak hours and target darts-loving guests with precision. By combining branding, interactivity and relevance, it became a standout piece of the campaign. Tailored, smart and impactful, exactly what the outlet needed.
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