Seasonal packaging carrying the?message “originally crafted for Christmas” will be backed up by an outdoor poster campaign, starting on December 14.
TV ads focusing on traditional aspects of the festive season will be seen by five million men aged 18-34 at least once, according to a spokeswoman from brand owner A-B Inbev.
The brand is also launching a digital initiative called Send a Card, Save a Tree.
“For every e-card sent, Stella Artois will secure the future of a tree in the threatened Atlantic Rainforest, with the goal being to save one million trees before Christmas Day,” said the spokeswoman.
Meanwhile, the brand has also launched an “online show” to push its green credentials. Eight videos are being broadcast through youtube.com/stellaartois, which follow the 1960s Recyclage de Luxe theme used in the brand’s billboard ads earlier this year.
The vintage-style uploads are between one and two minutes long and will be supported with social media activity on Facebook as well as video links on digital music service Spotify.
Stella Artois has? partnered GQ, FHM?and Metro to promote the online campaign.