Ad campaign for Stella 4%

15 October, 2008

Inbev UK’s new Stella Artois 4% lager will have its first TV campaign from Nov 4.

The TV burst will be preceded by a poster campaign from Oct 20, and press support at the end of October.

The campaign will focus on the brand’s triple-filtering brewing technique which the company says gives it a smoother taste.

The TV ad is shot in the style of “1960s French cinema” while the posters and print ads use a Riviera theme of the same era.

There will be 400 96-sheet and 2,000 48-sheet posters nationally with a focus on London, Manchester, Birmingham and Leeds.

Press ads will be in free urban newspapers, weekly listings magazines and men’s lifestyle titles.

Marketing director Andreas Hilger said: “The pre-Christmas period is the key time of year for beer sales because there is surge in socialising.

“This period presents a real opportunity to raise the profile of a new brand and encourage more people to sample it.”

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