Stella goes for quality message

13 August, 2008

A new TV ad for Stella Artois has been produced by Inbev UK, placing emphasis on the brand’s quality and brand heritage.

The ad illustrates the history of brewing in Belgian town of Leuven since 1366 and focuses on the four key ingredients in the lager.

It features a voiceover by actor Patrick Stewart and is on air from today until the middle of October on ITV1, Channel 4, Five and multi-channel networks.

Its satellite debut is during Sky Sports’ coverage of games involving Manchester United, Arsenal and Chelsea this weekend.

The ad is targeted at 18-34 –year-old ABC1 men, and is the latest stage in a strategy to refocus Stella marketing around product quality, begun with a poster campaign in April and May.

Marketing director Andreas Hilger said: “We are ensuring that as many target consumers as possible will see the commercial in the lead-up to the important re-Christmas trading period.

“The campaign will boost positive consumer perceptions of Stella Artois and enhance its status among premium beer drinkers.”




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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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