|
|
Local News
To return to the news articles click here.
First Advertising for Newest Member of the Artois Family
13 November 2006 - InBev UK is boosting the profile of new Peeterman Artois with a striking national poster campaign that will raise awareness and stimulate sampling in the key pre-Christmas drinking season.
The national push, the first advertising for the brand, centres on the fact that Peeterman Artois, which has an ABV of 4%, is “a different strength from Artois”. The support comes as Peeterman Artois, which contains a hint of wheat and coriander, begins its third month of roll-out across UK pubs and bars as part of Brasserie Artois.
The campaign will feature on more than 7,000 prominent sites across the UK, including London, Birmingham, Cardiff, Glasgow, Leeds, Manchester and Brighton. Banner advertising will also appear at high-profile sites such as the Millennium Stadium, Cardiff, London’s Old Street and Brighton seafront, creating maximum impact and awareness.
The campaign features four different, colourful illustrations of the word “Artois”, each with its letters arranged to spell out “4%”, alongside the image of a branded chalice glass of Peeterman Artois.
Jon Sampson, Marketing Manager for Brasserie Artois at InBev UK, says: “We are driving home the message that Peeterman Artois is something new and different from the Artois family. The campaign plays on the 4% ABV because Peeterman Artois appeals to consumers looking for an easy-drinking beer, but who don’t enjoy typical standard lagers, so it’s an important detail for those discovering the beer for the first time.”
The six-sheet and banner campaign will reach a massive 5 million consumers, 78% of the key audience of 18-34 drinkers. It is estimated that consumers will have 23 opportunities to see the brand message during the campaign which runs from November 20.
Sampson adds: “The pre-Christmas period is a time when there is a huge surge in pub and bar visits so it is a key time to encourage sampling of new brands. The ads will run on busy city sites where they will not only be seen by a huge number of consumers but are also near a large number of outlets, encouraging trial.”
Note to Editors:
Peeterman Artois, named after St Peter, the patron Saint of Leuven in Belgium, is part of the Brasserie Artois “family” of brands now being rolled out nationally. The inspiration for the brand comes from the Artois brewery archives in Leuven, where it was originally brewed between 1794 until the 1950s and is now being produced again.
The Brasserie Artois brands, which include Stella Artois and Artois Bock in addition to Peeterman Artois, are dispensed from a new, technically innovative font which guarantees a perfect pint every time.
Contact information:
Annemarie Penderis/Rebecca Demott
theb2bconsultancy
Tel 020 8974 2404
Fax 020 8974 2256
annemarie@theb2bconsultancy.co.uk
rebecca.demott@theb2bconsultancy.co.uk
|
About InBev
InBev is a publicly traded company (Euronext: INB) based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume. InBev's strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted external growth, and by putting consumers first. InBev has a portfolio of more than 200 brands, including Stella Artois®, Brahma®, Beck's®, Leffe® and Skol® - the third-largest selling beer brand in the world. InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2005, InBev realized 11.7 billion euro revenue. For further information visit http://www.inbev.com/. |
|
About InBev UK
InBev UK & Ireland is a subsidiary of InBev. It employs nearly 3,000 people and operates breweries in England, Wales and Scotland. InBev UK has an extensive brand portfolio including Stella Artois®, the UK's no.1 premium lager, and Tennent's Lager®, the biggest selling lager brand in Scotland. Alongside these are Becks®, Brahma®, Hoegaarden®, the UK's leading white beer; Boddingtons®; Draught Bass®; Castlemaine XXXX® and Murphy's®. |
|
