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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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