Stella focuses on beauty, not the yeast

23 July, 2010

Stella Artois is launching an ad creative with the strapline She is a Thing of Beauty.

The poster campaign – which highlights the brand’s four ingredients of hops, malted barley, maize and water – will ­complement the TV ­commercial, running until the end of August.

A 60-second version of the TV ad will be screened in cinemas.

An A-B Inbev spokesman said the poster and TV commercial were the “first elements of a broader, global ­campaign” the brand will roll out in coming months.

“The campaign takes as its cues Stella Artois’ nine-step pouring ritual, compares the ritual and presentation of Stella Artois to that of a beautiful woman, and shows the quality and care that goes into both,” he added.

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English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

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