Stella Artois launches ‘Be Legacy’ campaign

16 March, 2016

Stella Artois has launched its ‘Be Legacy’ campaign to celebrate its 600-year brewing heritage.

The campaign is inspired by unique moments in history featuring a television advert, which is aimed at inspiring others to create their own Legacy and leave a positive mark on the world. At the end of each advert consumers are asked: “What do you want to be remembered for?”

Todd Allen, global vice president of Stella Artois, said: “You can only have a Legacy when you leave something for the next generation to enjoy. But it’s not about fame; it’s about creating something tangible that others can appreciate.”

The new campaign will accompany Stella’s new premium packaging. New features of the bottle include a new “elegant” shape, and the Stella Artois horn, which is a symbol of the Den Hoorn brewery, prominently embossed for a more premium look and feel. 




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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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