Amstel Light kicked off the second stage of its "One Dam Good Bier" campaign, which takes adults into "Amstel's Amsterdam" to experience the art, nightlife, music and magic of the city in which it is brewed.

Each aspect of the campaign channels the free-spirited and fun culture of "Amstel's Amsterdam," including a redesigned and highly interactive Web site, innovative new packaging, new outdoor and print ads and a text-to-win sweepstakes that gives adult consumers the opportunity to win a trip to Amsterdam.

"We're taking the campaign to the next level by offering memorable experiences that speak to the diverse culture and fun of Amsterdam while reinforcing Amstel Light's heritage and brewing tradition," said Kheri Holland Tillman, vice president of marketing, Amstel Light. "Amstel's Amsterdam is all about enjoying One Dam Good Bier and having One Dam Good Time."

As part of Amstel Light's in-store merchandising efforts, an authentic replica of an Amsterdam street light and pub sign will serve as the display in stores.

All in-store collateral, including price cards, cooler decals and mail-in rebates will feature descriptions of the "Unlock the Taste of Amsterdam" sweepstakes.

Adult consumers will have the chance to enter, via text message, a unique code found on their Amstel Light bottle cap to win the grand prize -- a three night, four day stay in Amsterdam for one winner and three friends.

In addition, adult consumers who enter the sweepstakes will be randomly entered to win one of 10 exclusive Dutch-style bikes.

The campaign will continue to be anchored by the bold statement One Dam Good Bier, a line that describes the quality of Amstel Light and lays claim to the emotional imagery of Amsterdam.

The second phase of the campaign will use "Amsterdam Live!" to bring to life Amstel's take on Amsterdam, where being unconventional and unexpected is celebrated. "Amsterdam Live!" will launch in June and tour major U.S. markets throughout the summer.

In addition, Amstel Light will launch new bottle graphics and new packaging that embodies the brand's roots and tradition by emphasizing that a "taste of Amsterdam is brewed in every bottle."

The package creative features images of the Amstel River and canals running through the cobblestone streets of Amsterdam, as well as a synopsis of the beer's connection to the city.

The new packaging will be showcased on 6- and 12-packs. While the bottle shape and appearance remain the same, the design of the label now highlights the word "Amsterdam."

Amstel Light's Web site has been redesigned to give adult consumers a chance to actually step inside "Amstel's Amsterdam."

By hopping on a virtual bike and riding through the streets of Amsterdam, site visitors will have the opportunity to explore Amstel Light's take on the city's unique traditions and culture.

Users will enjoy their own progressive experiences as they interact with "Amstel's Amsterdam" in unexpected ways, such as learning an authentic Dutch Roar (a traditional Dutch rallying cry), creating music by moving the mouse over a series of Amstel Light "bottles" and downloading their favorite Amsterdam-themed art.