Stella focuses on beauty, not the yeast

23 July, 2010

Stella Artois is launching an ad creative with the strapline She is a Thing of Beauty.

The poster campaign – which highlights the brand’s four ingredients of hops, malted barley, maize and water – will ­complement the TV ­commercial, running until the end of August.

A 60-second version of the TV ad will be screened in cinemas.

An A-B Inbev spokesman said the poster and TV commercial were the “first elements of a broader, global ­campaign” the brand will roll out in coming months.

“The campaign takes as its cues Stella Artois’ nine-step pouring ritual, compares the ritual and presentation of Stella Artois to that of a beautiful woman, and shows the quality and care that goes into both,” he added.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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