Amstel Vibes stands out within Heineken’s beer-focused portfolio in Brazil. This new Ready-to-Drink (RTD) product revitalizes the Amstel brand strategy, targeting a completely new audience with a fresh narrative and format.
Understanding Gen Z: The Target Audience
The core audience for Amstel Vibes is Brazil’s bold Gen Z generation. They prioritize authenticity and community experiences that align with their values. Despite being digital natives, they crave real-world, sensory experiences to counter the information overload.
The “Fizzy Feels” Concept
Recognizing Gen Z’s evolving preferences, Amstel Vibes transcends traditional RTD associations with summer parties and clubs. Instead, it captures their emotions and moods, going beyond the limitations of time and location. This approach led to the “Fizzy Feels” concept, encapsulating the peak moment of enjoyment with Amstel Vibes. It emphasizes the brand’s connection to sensory experiences, emotions, and authenticity – all things important to Gen Z.
Visually Expressing the Concept
The packaging design uses vibrant colors inspired by Amstel Vibes’ fruit flavors. These contrasting colors create unexpected visual reactions, reflecting the “fizzy feel” and the dynamism of Gen Z. Amstel Vibes truly sets itself apart: the packaging radiates vibrant colors during the day and glows in the dark, transforming it into a complete visual and sensory experience at night.
The typography’s boldness and spontaneity mirror the target audience’s behavior and desire to stand out. The crafted texture, a mix of dots and lines, evokes a unique emotional response that’s more felt than defined.
