Heineken Ireland has launched Amstel Radler with a refreshingly curious outdoor campaign. As well as featuring on JCDecaux large format and Retail 6 sheets, the brand features on innovative Exploding Luas Portrait Panels and Straplines.
Amstel Radler is a low-strength premium lager consisting of a refreshing blend of 40% Amstel beer and 60% cloudy lemon. In European markets where it has already launched, 80% of people that tried it, liked it and it is proving to be one of Heineken's fastest growing and most successful innovations.
Exploding Luas Portrait Panels and Straplines are a simple way of adding an innovative element to a Luas campaign. In this case, an exploding lemon and extended portrait panel highlighted the key USP for this new product.
This campaign was booked with JCDecaux by media agency Starcom and outdoor specialist Kinetic.
