Stella Artois is moving its image

12 January, 2007

InBev UK is ending Stella Artois's relationship with Channel Four's film strand after eight years, because it is afraid the sponsorship slots are becoming "wallpaper" for viewers.

A spokesman said the end of the

1 million-plus sponsorship - which includes credits around films on Channel Four , FilmFour and the broadcaster's online film show, Movierush - does not mean the brand is giving up its alliance with film.

"It is important that a brand like Stella Artois remains at the cutting edge of marketing activity and doesn't stand still.

"Our Channel Four sponsorship was arguably becoming wallpaper - we weren't being noticed anymore," he said.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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