CHALLENGE
Amstel needed to launch a new Gift-on-Pack can in Profi exactly when the beer category was declining by almost 30% in value and volume. The brand had to protect portfolio performance and prove that retail media could beat the market trend, not just follow it down.

SOLUTION
Footprints AI helped Amstel use behavioral targeting, store-level availability data and closed-loop retail media across in-store, on-site and off-site channels. Creatives were dynamically mapped to store segments (GOP message only where the SKU was on shelf, general Amstel elsewhere) and compared against a clean control group to isolate impact versus both the beer category and non-media stores.

RESULTS
The campaign delivered measurable commercial impact:
* Up to 19 pp better sales evolution vs the beer category in GOP stores
* +21% basket incidence uplift for GOP SKUs in GOP stores
* +5 pp higher basket incidence and lighter decline in media stores vs control stores

Download the full case study to see how Amstel turned store-segmented omnichannel delivery into a repeatable way to defend sales and grow its role in the shopper’s basket.