Amstel Malta
The Issue: Damage Control
The project code named project sugarless came in the wake of a malicious video about a substance found in a can of Amstel Malta, shot by some unidentified people.
The video which within a short period of time had gone viral, was already creating doubt about the quality of Amstel Malta among consumers
To mitigate the adverse effect of the orchestrated campaign, Agency came up with series of activities which was aimed at questioning the malicious video while validating Amstel Malta’s premium quality
The Brief:
Agency was asked to come up with an effective and sustainable damage control mechanism in ensuring that the pending crisis relating to Amstel Malta was effectively contained
Actions taken:
The following actions were taken to ensure the crisis was effectively contained.
Constitution of damage control group of 75 Journalists made up of traditional and digital media platform owners
Production and dissemination of amateur videos questioning the credibility of the viral video
Engagement of Campaign Drivers and Issue Advocates who told the right story using their various platforms to reach a high number of followers
Organizing a press briefing to give an official statement in collaboration with a regulatory body (SON)
Commissioning of issue creation stories
Coverage and controlled reporting of the story using NB’s official statement and some credible comments in select terrestrial and online TV platforms
Boosting various social media platforms to tell the story of Amstel Malta and making it trend for a period of time.
Actions taken:
Agency developed content and amateur videos to dispel the rumour.
The videos were shared by more 90 bloggers, ten Influencers and some communication drivers.
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