November 5, 2026
Stëlz Hard Lemonade campaign in Amsterdam
Stëlz | Match My Brand
The challenge: winning a place in the city and in people's minds
Stëlz Hard Lemonade faced an ambitious task: how do you introduce a new drink to a young, critical and hard-to-reach audience in Amsterdam? The market is saturated and attention is fleeting. A standard campaign would disappear into the crowd. The question was less whether people would see Stëlz, and more whether they would embrace the brand, talk about it and make it part of their city life. The aim was to start a conversation and make a lasting impression, rather than simply launch a product.
The solution: the city as a canvas
In a strategic partnership with Match My Brand, we chose a solution that went beyond traditional media. To make a lasting impression, we turned Amsterdam’s dynamic metro network into an immersive brand world for Stëlz. The crown jewel of this approach was The Vijzelwall at Vijzelgracht metro station, the largest stand-alone hybrid position in our Giant Format network.
This impact powerhouse offered an exceptional canvas: 41 metres long, with more than 136 m² of advertising space and five integrated full-motion DOOH screens. The result was a breathtaking mix of striking presence and dynamic video content. For Stëlz, this meant they could immerse travellers completely in their brand. Combined with other high-impact formats, such as the 360-degree pillars at hubs like Amsterdam Centraal, Stëlz became an impressive architectural experience in the heart of the city, far more than an advertisement.
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The result: more than numbers, a cultural imprint
The campaign’s results went beyond traditional statistics, with more than 20 million digital opportunities to see in two weeks. But the true impact couldn’t be captured in numbers. Stëlz became a trending topic in the offline world. Its visually overwhelming presence, with the Vijzelwall as the unforgettable highlight, made the brand a natural talking point. The campaign became a landmark in the city. By claiming the physical world so prominently at a location with high attention value, Stëlz went from newcomer to established name, linked to the energy and dynamism of Amsterdam.
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