First adverts for Stella four per cent

InBev has launched the first major promotional campaign for its new four per cent Stella - a series of TV, outdoor and press advertisements themed around the French Riviera.

Outdoor advertising launches on October 20, press advertising at the end of the month, and TV and magazine support from November 4.

Named "La Nouvelle Smooth", the pre-Christmas campaign is spearheaded by a 40-second TV commercial shot in the colourful style of 1960s French cinema.

Outdoor and press campaigns will support the TV theme with a series of retro images, including close-up shots of the Stella Artois four per cent branded glass and can.

The outdoor campaign will run nationally, and will include posters positioned on sites at London's Clapham Junction, Oxford Circus and London Bridge, and in key shopping areas of Manchester, Birmingham and Leeds.

That will be followed from the end of October by a press campaign featuring the same imagery. The schedule, which will run until the end of the year, includes London daily newspapers, weekly magazines such as Time Out and Shortlist and monthlies including Men's Health, Arena, Mojo and Q.

Andreas Hilger, InBev UK and Ireland marketing director said: "This campaign will boost awareness among a significant number of lager drinkers and prompt many of them to look for the brand when they visit pubs, bars and off-licences in the weeks ahead."

"Stella Artois four per cent has already exceeded expectations in the off-trade and we are confident it will make just as big an impact with on-trade drinkers.

"We will be building on-trade distribution rapidly in the pre-Christmas period to ensure as many outlets as possible benefit from the premium business contribution that Stella Artois four per cent will deliver."