New slogan for Stella stable as InBev tackles Artois family

16 November, 2007

A new ad

sees Stella Artois

leave behind

the celebrated Reassuringly Expensive slogan which has


since the 1980s.

InBev UK has launched a 60-second TV ad for Stella and stablemates Peeterman Artois and Artois Bock with the new strapline Pass On Something Good. The ad is set in a French-speaking village pub and shows members of the community helping each other out in different ways.

Marketing director Devin Kelly said: "This commercial maintains the tradition of stunning cinematography that has been the hallmark of the brand's advertising excellence for many years. It also supports La Famille Artois range of beers and captures the warmth

people associate with Artois."

Stella's Reassuringly Expensive slogan had been criticised because it did not tally with many shops' deep discounting of the brand.

An InBev UK spokeswoman told OLN: "Reassuringly Expensive has not been dropped, it has just gone into hibernation. As all good brands will do, we have changed direction in our marketing to ensure that our products stay relevant to consumers.

"Our new strapline, Pass On Something Good, describes the care of craftsmanship that Artois passes on, both to consumers and to future Artois brewers. The new strategy is designed to promote a family of beers and not just one brand. If and when we revert

to promoting Stella Artois as an individual brand then Reassuringly Expensive may well return. It was one of the most iconic straplines ever used in advertising and still has value and great goodwill."

The new campaign is to run until mid-December

and InBev is backing it with the launch of a chalice glass, which it says keeps beer 23 per cent colder than other pint glasses after 10 minutes. It has also launched a three-tier training programme for retailers and bar staff - L'Academie Artois.

InBev would not put a figure to the campaign, but said it was a "heavyweight investment reflecting the market leadership of Stella Artois and the growing success of the Artois brands".

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