Amstel Malta Breaks “Why Add More” Campaign

Afolabi Idowu

Amstel Malta has launched a new credential campaign tagged ‘Why Add More’. The Campaign, which is currently storming the airwaves and
billboards across the country, was introduced to reinforce the brand’s positioning as the premium malt drink, with an original formulation that contains less sugar and is enriched with essential vitamins and minerals.

The campaign leverages relatable metaphors and humor to portray the idea that adding more unnecessarily, could spoil the balance. The TV commercial shows a wedding reception scenario, where the best man gives an eloquent speech which should have ended with a toast to the bride and groom but instead decides to add more, unnecessary entertainment, which did not go well with the celebrants and guests.

Referencing the campaign, Portfolio Manager, Non Alcoholic Drinks, Nigerian Breweries, Mr. Olayinka Bakare said “the ‘Why Add More’ campaign, touches on a fundamental truth about our esteemed consumers and the Amstel Malta brand. The campaign is truly world class and will further reinforces Amstel Malta’s place as the premium
malt drink, with an original formulation that contains less sugar and is enriched with vitamins and minerals”.

Through this campaign, Amstel Malta educates consumers on the delicate balance of its original malt formulation, which contains less sugar but
with all the full taste they can enjoy. It also strengthens the brand’s position of “Being the Best One Can Be”, in unique and truly distinctive way. Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants, advised against over-indulgence or excessive eating. She opined that “our body knows when we have had enough…but many people do abuse their bodies by over-indulging.” In her concluding note, she emphasized that less is
indeed more and there is no need adding more unnecessarily.

According to Mr. Chidike Oluoha, the Senior Brand Manager – Amstel Malta: “The Why Add More campaign re-enforces the less sugar positioning of Amstel Malta compared to other mainstream malt
brands, whilst emphasizing the importance of not adding more unnecessarily. Knowing the right balance is a vital fact of life as is
the case in fashion, style, wedding, sports, etc.” he said.
Kufre Ekanem, Corporate Affairs Adviser pointed out that the target of the new Amstel Malta Why Add More campaign is to inspire consumers towards enhancing their overall wellbeing.