Stella Artois Launches New Lightweight Bottle with Unique Eco On-pack Promotion

To create the new lightweight bottle, Stella Artois has reduced the glass in the brand’s best-selling 284 ml bottle by seven per cent, resulting in seven per cent less CO2 per bottle produced.

Launching this month, the new lightweight bottles will carry a special limited edition label and will be supported by a unique on-pack promotion, Is Jeannie in Your Lightweight Bottle?

Adam Oakley, Marketing Director, Stella Artois Western Europe said: “We’re very pleased to be introducing the new Stella Artois lightweight bottle.  As a pioneering brand, Stella Artois cares about doing the right thing for the environment, and today’s announcement is another way we’re taking small steps to improve our environmental performance.” 

“We’re celebrating the launch of the new lightweight bottle with a limited edition label design, as well as an engaging and environmentally friendly on-pack promotion, Is Jeannie in Your Lightweight Bottle?, which guarantees consumers a win of at least 50p, and the chance to win up to £100,000 with each pack purchased, which they can keep, or donate to an eco charity.” 

The new lightweight bottle will be available in 15x284ml packs and 6x284ml price marked packs at all major multiples and wholesalers from mid-April.  

Each specially marked promotional pack will carry a unique code which consumers can enter online at www.isjeannieinyourbottle.com.  A virtual “Jeannie” will appear on screen to reveal the prize – every pack is a winner, with prizes from 50p to £100,000.  After the prize is revealed, the consumer can choose to keep the prize money, or donate it to one of our eco charity partners: The Tree Council, WaterAid and the National Energy Foundation. 

In May, Stella Artois will further support the lightweight bottle launch with a heavyweight press and poster advertising campaign, and innovative digital activity to drive awareness.  

Oakley concluded: “Our new lightweight bottle is another step in the right direction for Stella Artois as we aim to reduce our environmental impact, and engage consumers in these initiatives in the fun and stylish way they’ve come to expect from Stella Artois.”

The new lightweight bottles are here to stay, but this fantastic on-pack promotion will run for a limited time only while supplies last. 

This activity also supports AB InBev’s goal of achieving a 10 per cent reduction in carbon dioxide emissions by 2012 as part of our Better World commitment.