Amstel salutes SA

Howard Smiedt, managing director of Brand Activation (an Ogilvy company), believes that traditional advertising and marketing communications methodologies, while still effective, need to be supplemented by strategically constructed brand activation campaigns where brands have the opportunity to break through the noise and successfully communicate to consumers.

Smiedt believes that consumers have become sceptical about traditional advertising as message carrier alone and that there is a marked move from attempts to influence consumers toward informational communication: "Not only do we celebrate ordinary South Africans achieving the extraordinary in the programme, but the marriage by association with Amstel exposes audiences to prolonged brand presence as well as the positive emotive processes experienced during the show."

Amstel Lager brand manager Nerisha Ganasen says: "Amstel Salute To Success is an exercise in subtle branding where the focus, apart from opening and closing billboards and a few discreet branding moments, will remain on celebrating South African heroes and inspiring our audience to strive for such achievement.

"The association with such a show, as well as the message it conveys, fits perfectly with the values that underpin the Amstel Lager brand."

Amstel Salute To Success is a 13-part season aired on Sundays on etv at 4.30pm.