UK: Inbev announces publicity campaign for Stella Artois

Inbev has launched a publicity campaign for Stella Artois to help build a more positive image for the brand and underline its quality credentials, Offlicence News reported April 22.

The month-long poster and digital campaign will emphasise the craftmanship that goes into creating the lager, which has suffered a drop in sales over the past two years.

The brewer claims it is making the single biggest monthly spend of a lager or cider brand in 18 months and is the biggest investment in one burst of beer advertising since 2004.

Stuart MacFarlane president Inbev UK & Ireland said: “The campaign is focused on a very short time period to ensure it makes an immediate impact with the brand’s target audience at the start of the summer which is a key period for premium lager business.

“Our campaign also emphasises the product quality and obsessive craftsmanship that goes into brewing Stella Artois. We highlight that we use only the very finest of ingredients for Stella Artois, to communicate the care and attention that we invest in our pioneering brand.”

The new campaign will continue to communicate the Pass on Something Good message, which formed the basis of last year's heavyweight TV and print ad campaign.

23 April, 2008