Amstel Light x Phil Mickelson
Amstel Light x Phil Mickelson
Amstel Light, a beer that prides itself on flavor and personality, wanted to recapture its fans from the brand’s glory years. What better spokesman for the former official beer of the PGA than Phil Mickelson?
I helped to advise the selection of a spokesperson, and led social strategy and content development. Here are some wins.
Fitness For Friendship
Amstel Light was in need of content after production of the main campaign was pushed back in early 2021. Enter Fitness for Friendship, a four-part content series helping golfers get ready for peak ‘friendship season.’ I concepted, wrote, pitched, and produced the series.
Many golfers have training regimes over the winter months to get ready for the start of golf season in the spring. Mickelson had made a number of videos for his social detailing his offseason routines for his social pages.
Why can’t there be the same for friendship? Amstel saw itself as a vehicle to bring adult male friends together, even as life gets in the way. Even many of the best friendships slow down during the winter months. To prepare, Mickelson took fans through 4 key exercises to keep them sharp: chest presses (handing beer to your friends), RDLs (getting beer out of a cooler), front raises (cheers-ing), and calf raises (Phil is big on his calves).
Phil Mickelson for Amstel Light in “Calves”
On Twitter, where the brand had support from Mickelson, the series generated over 500k views and contributed heavily to 3.7M impressions during the campaign, all on a $5,000 production budget.
Two of the spots were also included in Golf Digest’s article “101 things that happened to Phil Mickelson in 2021,” coming in at 17 and 18.
Leg Day
Did I mention that Phil likes his calves? If not, they’re like his thing. How else to celebrate calves like Adonis? With a monument, of course. Well, two of them. I created the initial concept, pitched, and led community outreach for the contest.
Amstel Light created calf-shaped drinking vessels in the likeness of Mickelson’s calves to giveaway in a contest. The winner would need to showcase their creativity but most importantly need to have the second best calves in the world.
Phil Mickelson for Amstel Light in the “Leg Day” launch video.
Campaign posts generated over 16,000 impressions on Instagram on Amstel Light's page alone, over 1.1M impressions on Twitter with amplification from Mickelson, and over 650,000 views across Amstel Light's and Mickelson's pages
The campaign was written up twice in Golf Digest, in “101 things that happened to Phil Mickelson in 2021” and their blog The Grind from August 27, 2021.
The contest saw over 200 entrants, who we highlighted in a recap video:
Amstel Light’s Leg Day recap video.
Giphy
Twitter was a big priority for the brand and especially among the target demographic, using reaction GIFs remains very popular. The goal for Amstel was to enter the #GolfTwitter vernacular with the help of Mickelson through a GIF library of Phil and beer-isms. I pitched the concept and worked with GIPHY’s team to produce the GIFs. We also were among the first brands to use their Clips feature.
The GIF library generated over 40M views in ~8 months for the brand.
