The brand transformed the external area of the house into a “factory” with experiences, where reality participants were able to learn more about Dutch yeast
Amstel made its debut at Big Brother Brasil 2023, this Wednesday (1). The brand transformed the external area of the house into a factory, called “Fábrica de Amstel”.
During the action, reality participants and viewers were transported to an immersive experience where they could learn more about Dutch yeast.
We take advantage of the current moment of Big Brother Brasil 23 to show the magic of Dutch yeast and reinforce Amstel’s product credentials, through entertainment and content that is relevant to consumers. Dutch yeast is one of the great differentials of our product, it is responsible for transforming water, malt and hops into Amstel, bringing all the authentic and unique flavor, said Anna Luisa Dafico, marketing manager for Amstel in Brazil.
To keep the subject high, the brand also announced the launch of the webseries “I AM GIL IN AMSTERDAM”, starring former BBB and economist, Gil do Vigor and developed by WPP HNK Lab. In 2022, Gil won one of the programs leader tests, sponsored by Amstel, and won a trip to Amsterdam, where the series was recorded.
The series debuted this Friday (2nd) and the first chapter accompanies the arrival of Gil Amsterdam and the trip along the Amstel River, where he hears from the tour guides Frieda and Fred the history of the capital and discovers how the history of the brand connected to the city .
In the following episode, which will be released next Monday (6), the former BBB will visit the Heineken Experience, belonging to the Heineken Group, of which Amstel is a part, and live an immersive experience in the history and production processes of the company. brewery. Finally, in the final chapter, aired on Thursday (9), the public will be able to follow Gil do Vigor exploring the nightlife of the city, as well as his first time at the traditional flower market. I AM GIL IN AMSTERDAM a project developed by WPP HNK Lab.
The webseries accompanies Gil do Vigor’s entire journey through Amsterdam. Through it we intend to bring entertainment to consumers, present a little more of Amstel’s origin and the values that the brand carries, such as: diversity, freedom, authenticity and respect. This project with Gil is one of the brand’s big bets in 2023, which promises to be full of relevant experiences and initiatives for the public, such as Big Brother Brasil. This is our way of providing entertainment in partnership with one of the program’s most iconic participants, showing even more about our pure malt made with the magic of Dutch yeast, comments Anna Luisa Dafico, Amstel’s marketing manager in Brazil.
It is worth remembering that Gil do Vigor was the winner of a Leader’s Test where, in it, participants played individually a dynamic similar to golf. The brothers needed to hit balls inside holes named with the ingredients used in the production of Amstel.
