Stella Artois Illustrates Heritage and Quality with New Ad

The 40-second commercial, which features a classic voiceover by actor, Patrick Stewart, is running on TV from August 13. The campaign also features an interactive element by inviting viewers to take the “Challenge of 1366” at the web site www.stellaartois.com. It is a series of challenges where players can collect the four ingredients for themselves – just like the people of Leuven did back in 1366.

The commercial focuses on developments since 1366 because it is the landmark year when the Den Hoorn brewery in Leuven first started brewing beer.

Andreas Hilger Marketing Director for Stella Artois at InBev UK, said: “We are telling the story of Stella Artois in a visually appealing way to underline its unrivalled brewing heritage and the obsessive brewing craftsmanship at the very heart of the brand.

“Stella Artois is renowned for its product quality and this campaign will ensure that more consumers pick up on that key message. By highlighting that we use only the very finest ingredients, we emphasise the care and attention given to the brewing process.”

The campaign will build on positive consumer perceptions created by a nationwide poster campaign in April and May which communicated the brand’s craftsmanship, heritage and the finest ingredients message.

Stella Artois is the No 1 premium lager in the on-trade and the most widely available draught lager in UK pubs, being available in five out of ten outlets. It is the third biggest grocery brand in the UK and in the off-trade is larger than all the other leading premium lagers added together.#

‘1366’ illustrates how the world has changed dramatically since that year – but highlights how the brewing craftsmanship associated with Stella Artois has stayed consistent.

The ad starts with a voiceover which proclaims: “In the year 1366 people feared terrible dangers. They believed the earth was flat”. This statement is supported by an animated illustration of a colourful flat earth. 

The voiceover continues: “So when the citizens of Leuven set out to create the perfect beer they risked all to gather the ingredients” and this is illustrated through a visual of hop pickers hunting down ingredients on the “edge of the world”.
It outlines the four ingredients – the finest hops, the purest water, maize and malted barley – with images of the citizens of Leuven facing dangers in their attempts to locate them in challenging environments.

It stresses the message that “today the beer still contains only the same four precious ingredients” – illustrated by a beaming Brewmaster with a glass of beer and visuals of some of the dangers faced in the past including a sinking ship and a comet.

It ends with the message: “Dare you brave the dangers they faced?” and an invitation to take the Challenge of 1366 at www.stellaartois.com The final frame features a shot of the Stella Artois font and the innovative Chalice glass which keep the beer 23% colder than other pint glasses after ten minutes - enhancing the drinking experience.

The campaign, which will run until the middle of October, targets ABC1 men aged 18-34 and it is estimated the advertising will generate 440 TVRs. The commercial will be seen on ITV1, Channels 4 and five and on multi-channel networks. It will make its satellite debut on Sky Sports during the opening weekend of premiership football (August 16-17) when it will be featured during coverage of key games involving Manchester United, Arsenal and Chelsea.

Hilger added: “The campaign will boost positive consumer perceptions of Stella Artois and enhance its status among premium beer drinkers. We are ensuring that as many target consumers as possible will see the commercial in the lead-up to the important pre-Christmas trading period.”

Independent consumer research shows Stella Artois is the UK’s No 1 favourite lager, ranked 40% ahead of its nearest competitor, and it leads all other lager brands in terms of product quality and “being worth paying more for”.**

* Source: Nielsen/GB.
** Source: Brand Performance Tracker, Synovate/January 2008.