Amstel Case study AMSTEL TROPHY CAN by Tribal Amsterdam

Adsarchive » Case study » Amstel » AMSTEL TROPHY CAN


Pin to Collection
Add a note
Industry Beers and Ciders
Media Case study
Market Netherlands
Agency Tribal Amsterdam
Art Director Yona Hümmels
Copywriter Stef Jongenelen
Released April 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Alcoholic Drinks Bronze

Credits & Description

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: AMSTEL
Product/Service: AMSTEL

Art Director: Yona Hümmels (DDB & Tribal Amsterdam)
Copywriter: Stef Jongenelen (DDB & Tribal Amsterdam)
Deputy Managing Partner: Sandra Krstic (DDB & Tribal Amsterdam)
RTV Producer: Denise Wolterbeek (DDB & Tribal Amsterdam)
Engraving Company: (Nijdeken Graveertechniek Hengelo)

Describe the brief from the client
Amstel, the beer from Amsterdam, is the proud sponsor of Amsterdam’s football club: Ajax. In 2012 Ajax won the Dutch National Championship and had the honour of raising the famous Dutch Championship Trophy in the air. We decided to seize this opportunity to give Ajax fans the change to raise their own Championship Trophy, simply by drinking their Amstel beer.

How? By turning the bottom of the beer can into a replica of the famous trophy.

In less than one week we sold the idea to the client and managed to produce a limited amount of special Amstel Trophy cans.

Promotion Development

We discovered an unique similarity between the famous Dutch Championship Trophy and the bottom of an Amstel beer can. This seemed like the perfect opportunity to reinforce the bond between Ajax and the Amstel brand. And celebrate together with the fans.

We created a limited amount of Amstel Trophy Cans by laser engraving the famous trophy on the bottom of the cans. The day after Ajax won the championship we made the cans available in specially selected supermarkets in Amsterdam, where fans could receive one by buying 2 six-packs of Amstel.


With zero media spend, no advertising, website or Facebook page and a mere €600 production costs, we managed to get free publicity from the biggest Dutch newspapers and over a hundred different blogs. The ‘Amstel Trophy Can’ even became a Twitter trending topic in Amsterdam.

The limited edition Amstel Trophy Can was offered with 2 Amstel six-packs and sold out in no time. Right after they were sold out, cans already started popping up on the Dutch version of eBay for prices going up to €50 and quickly making the Amstel Trophy Can a collector’s item.

Relevancy to Product/Service

Amstel Beer has been a proud sponsor of Ajax, the football team from Amsterdam, for almost 7 years. Beer and football have been a match made in heaven since they were both invented, and both Amstel and Ajax call Amsterdam their home. We wanted to give the fans the chance to raise their own Championship Trophy, simply by drinking their Amstel beer. The Limited Edition Trophy Cans seemed like the perfect way for Amstel to celebrate the victory of their football team.