Amstel offers consumers a year off work

The campaign, primarily driven by point-of-sale and radio, aims to reward consumers the one thing they have little of, time.

The prize is packaged as a year's sabbatical, translated into a year's salary to the net value of R365 000 (or R600 000 if you take into the account the taxman's share!).

To meet a short-term objective of converting occasional users to more regular users for the duration of the promotion, the momentum behind the competition is driven by repeat purchase - the more you drink Amstel, the better your chances of winning. "We're aiming to achieve a 5% increase in volume growth over this period," says Tamzin Lovell, Amstel Lager's brand manager.
The long-term brand objectives will be met by reinforcing Amstel's strong association with quality, by offering something of value to the target audience," says Tamzin.

"This competition offer will be a first for Amstel," says Tamzin. "Never before have our consumers been given the dream of making true the one thing that not many of us have the opportunity to do : taking a break from work to pursue our ultimate dreams. Even if the winner chooses not to give up their job, the cash will go very far to enhancing their quality of life !"
To enter consumers will need to SMS the word 'Amstel', followed by the unique code found under each cap liner, to their service provider. The competition ends 19 July!