WHITE PLAINS, NY — HEINEKEN USA, the nation’s leading upscale beer importer, today announced its selection of Droga5 as the advertising agency of record (AOR) for its Amstel Light brand. Droga5’s responsibilities for Amstel Light will include strategic and creative development to support brand growth in the U.S.
“We are confident that Droga5, an agency known for its bold creativity and unconventional campaigns, is the right partner to take Amstel Light to the next level during this pivotal moment for the brand,” said Colin Westcott-Pitt, vice president marketing, Amstel Light, HEINEKEN USA. “We have a unique opportunity to leverage recent improvements in brand health and our increased emphasis on innovation to bring Amstel Light back into the spotlight, and we’re excited to get started.”
“Amstel Light has been my beer of choice for years, and I’ve been a fan of the brand since long before we decided to work together,” said David Droga, Creative Chairman of Droga5. “Great taste, great heritage, great opportunity. We are flattered.”
With this decision, Droga5 will immediately assume responsibility for advertising, including digital, for Amstel Light.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of HEINEKEN International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi MagicÔäó application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
Number five on the 2011 AdAge Agency A-List, Droga5 is an award-winning creative and strategic agency based in New York. Founded in 2006, Droga5 now counts as its clients PUMA, Prudential, Unilever, Kraft, Hennessy and UNICEF, among others. For more information, please visit www.droga5.com.