For 16 days, working from 4 to 9 pm, Amstel Pause collected:
4 032 minutes or more than 67 hours of doing nothing
1344 people took a break and tasted the new Amstel
More than 2000 tweets.
More than 350 000 views and more than 150 international publications achieved with a total media spending of 1000 euro.
As a result of the campaign, Amstel marked an annual volume growth of 10%.