InBev UK unveils new Stella Artois advertising
InBev UK has unveiled a new month-long poster and digital advertising campaign for Stella Artois.
The brewer was unwilling to unveil the exact amount spent on the campaign but it says it is the single biggest monthly spend by any lager or cider brand in almost 18 months and the biggest investment in one burst of beer advertising since 2004.
Stuart MacFarlane, president, InBev UK & Ireland said: "This high-impact advertising burst will communicate the key brand credentials in a strong visual fashion that a significant number of lager drinkers will readily buy into.
"It underlines the craftsmanship associated with the brand and the fact that the innovative Chalice glass is crafted to keep the beer colder for longer - to enhance the drinking experience for people who really appreciate top quality lager."
One ad features the Chalice glass and the message: "A Chalice crafted to keep your beer colder for longer" with images supporting the chilled positioning and the brand's brewing heritage which stretches back to 1366. The other creative features the Chalice glass and the finest ingredients message with supporting visuals.
The campaign will run on 3,278 sites nationally from this week and will capitalise on the consumer awareness created by three months of heavyweight TV advertising for Stella Artois communicating the "Pass on Something Good" message.
MacFarlane added: "This is going to be a big year for Stella Artois as we continue to support the brand with a range of activity designed to ensure it remains the key driver of lager business for retailers.
"The initiatives planned for the remainder of 2008, which will be announced at a later date, will continue to underpin the iconic status of Stella Artois and its reputation as the best quality lager brand."
