New Stella Artois Campaign Underlines Quality Credentials

The month-long nationwide campaign will reinforce positive consumer perceptions of Stella Artois which already leads all other lager brands in terms of product quality and “being worth paying more for”, according to independent consumer research.*

The out-of-home advertising will build on the success of last year’s “Pass on Something Good” campaign which underlined the history and renowned brewing heritage of Stella Artois using national TV and posters.

It is the single biggest monthly spend by any lager or cider brand in almost 18 months and the biggest investment in one burst of beer advertising since 2004 – highlighting InBev UK’s commitment to the Stella Artois brand.

Stella Artois is the No 1 premium lager in the on-trade, accounting for around four in ten pints sold, and the No 1 take home alcoholic drinks brand.**

Stuart MacFarlane, President, InBev UK & Ireland says: “This high-impact advertising burst will communicate the key brand credentials in a strong visual fashion that a significant number of lager drinkers will readily buy into.

“It underlines the craftsmanship associated with the brand and the fact that the innovative Chalice glass is crafted to keep the beer colder for longer – to enhance the drinking experience for people who really appreciate top quality lager.

“Our campaign also emphasises the product quality and obsessive craftsmanship that goes into brewing Stella Artois. We highlight that we use only the very finest of ingredients for Stella Artois, to communicate the care and attention that we invest in our pioneering brand.
 
“The campaign is focused on a very short time period to ensure it makes an immediate impact with the brand’s target audience at the start of the summer which is a key period for premium lager business.”

One ad features the Chalice glass and the message: “A Chalice crafted to keep your beer colder for longer” with images supporting the chilled positioning and the brand’s brewing heritage which stretches back to 1366. The other creative features the Chalice glass and the finest ingredients message with supporting visuals.

The campaign will run on 3,278 sites nationally from Monday (April 21) and will capitalise on the consumer awareness created by three months of heavyweight TV advertising for Stella Artois communicating the “Pass on Something Good” message.

It is estimated that the poster campaign will be seen by 70% of all ABC1 males on average 14 times over the duration of the campaign.
There will be a big focus on the London underground to reach the key audience and the campaign will include sites such as Waterloo’s “travelator” for City workers and the Oxford Circus media wall. This will be backed up with attention-grabbing outdoor formats at Piccadilly Circus and Clapham Colussus.

MacFarlane adds: “This is going to be a big year for Stella Artois as we continue to support the brand with a range of activity designed to ensure it remains the key driver of lager business for retailers.

“The initiatives planned for the remainder of 2008, which will be announced at a later date, will continue to underpin the iconic status of Stella Artois and its reputation as the best quality lager brand.”  

* Source: Brand Performance Tracker, Synovate/December 2007.
** Source: AC Nielsen.