Plan to take Stella out of the cold

02 May, 2008

InBev is using poster and digital ads to help build a more positive image for Stella Artois.

The month-long nationwide push will underline the brand's quality credentials by emphasising the craftmanship that goes into creating the lager, which has


sales drop over the past two years.

The brewer claims it is making the biggest monthly spend of any lager or cider brand in 18 months and is the largest investment in one burst of beer advertising since 2004.

The ads, which feature the Stella chalice glass, will run with the strapline "a chalice crafted to keep your beer colder for longer". Posters will go up in the London Underground including on Waterloo's travelator and the Oxford Circus media wall, backed by outdoor ads at Piccadilly Circus and Clapham Col ossus.

InBev hopes the campaign will be seen by 70% of all ABC1 males on average 14 times over the duration of the push.

Stuart MacFarlane,

president of InBev UK & Ireland, said: "The campaign is focused on a very short time period to ensure it makes an immediate impact with the brand's target audience at the start of the summer, which is a key period for premium lager business."

"Our campaign also emphasises the product quality and obsessive craftsmanship that goes into brewing Stella Artois. We highlight that we use only the very finest of ingredients for Stella Artois, to communicate the care and attention that we invest in our pioneering brand."

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