Stella Artois 4% Unveils New TV and Outdoor Campaign to Boost Awareness of the Brand

Andreas Hilger, InBev UK, Marketing Director said: “Our fantastic new campaign really brings to life how Stella Artois 4% is specially brewed using a dedicated triple-filtered technique, which makes it particularly smooth and reflects the brand’s Continental heritage in a light-hearted manner.”

TV ADVERT
Opening on the trademark switchback roads of the Continental Riviera sees a delivery man and an arrogant older couple being “triple filtered”. After they pass through three cliff side tunnels the delivery man ends up in a suit and smart car – he has been “triple filtered with a smooth outcome.” Arriving at his destination he orders a pint of Stella Artois 4%.

The advert will launch on May 1 and will run until the end of the month reaching 68% of our target audience of ABC1 men aged 18-34.

OUTDOOR CAMPAIGN
The two posters were designed by film illustrator Robert McGinnis - a life long fan of Stella Artois - who was responsible for the classic 60s James Bond posters, Breakfast at Tiffany’s and Barbarella was persuaded to come out of retirement for the campaign as he loves Stella Artois.

The outdoor campaign will support the TV theme by communicating the “La Nouvelle 4%” message using a creative approach that is set in the 1960s. Two classic images with a retro feel include a close up branded Stella Artois chalice and Stella Artois 4% can.

It will run nationally on circa 2,500 large formats and 2,500 6 sheet poster sites for two weeks and will include a number of premium and large formats and roadside sites for maximum impact with consumers.

Laurence Horner, Strategist at Mother London, the advertising agency added: “In 2009 we're continuing our 60s Riviera adventure with outdoor executions painted by the legendary Hollywood illustrator Robert McGinnis and a fantastic new TV ad directed by Ringan Ledwidge. This new work proves Stella Artois 4% is the smoothest lager out there.”

Launched in 2008, Stella Artois 4% is one of the most successful beer launches of the last decade and supported the Stella Artois brand’s first market share gain in the UK since 2003.