DINOZAMBETTI

Project:

Integrated Campaign

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Role:

Creative Director / Copywriter

 

Description:

To combat a change in legislation that wouldn't allow Amstel Malta to claim "low sugar" any more, we developed a digitally-led campaign that allowed the brand to position itself in the same territory but within the confines of the new rules. It also subtly depositioned the brand's competitors and got consumers to question the misconception that a product with more in it must be better.

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Results:

• 6% increase in revenue for the campaign period

• All-time high 28% market share at the end of 2016

• 48% increase in sales within the first 8 weeks

• Average video engagement rate of 14% against a benchmark of 3%.

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