Greek Communication Review Board (CRB), the quasi-judicial ‘arm’ of the Greek Advertising Industry’s Self-Regulatory Organisation was called to rule on AMSTEL’s summer ad campaign. AMSTEL is undoubtedly one of the oldest beer brands in Greece and a famous one, but would not ‘qualify’ as a Greek brand, seeing that it originates from the Heineken Group. Following the recent consumer & advertising (they go hand-in-hand) trend towards Greek products and brands, AMSTEL’s summer campaign sought to capitalize on the brand’s long-livety and employed some quite interesting ideas such as an old tavern owner telling the story of how the AMSTEL (Greek) name came to be or another person saying that the AMSTEL name comes from the initials of his own (Greek) name (video here). That marginal play with the notion that AMSTEL is a Greek brand was not accepted by the CRB. Under decision No. 4593/2012, it ruled that the overall impression created by the ad (visual and dialogue) could give the erroneous impression that AMSTEL is a Greek brand and asked that the ad be amended accordingly.