Stella Artois : advertising & marketing profile

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Stella Artois is one of the original flagship beer brands in the portfolio of the global giant now known as AB InBev. Although it was overtaken as the company's biggest beer by volumes in 2005, it was generally regarded as InBev's most important product prior to the acquisition of Budweiser and was the vanguard for expansion into multiple new international markets. Nevertheless, the UK remains its most important market by far, although sales have come under pressure in recent years. Some of these problems were resolved with variant products, not least a Stella "cidre", which proved enormously popular for several years. Stella's "reassuringly expensive" brand identity was indelibly established in the 1990s by a long-running and multiple award-winning campaign by Lowe London. However, Lowe resigned the account in 2008 after part of the business was redirected to rival Mother.

Selected Stella Artois advertising

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Stella Artois website

Parent

AB InBev

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 7th July 2016: Ads of the Week: "Never Heard Of It". Mother's new campaign for Stella Artois (or "Ach-tois" according to that barman) is fun, ramping up the knockabout comedy that first emerged in the recent "Sebastien Artois" legacy spot. Some of these vignettes are very cute, especially that one with Charlie Darwin and his pal. The ad also successfully kills two birds with one stone, highlighting the brand's long-established connections to British Tennis. If we have a complaint, it is that we were heartily sick of hearing the "Never Heard Of It" slogan by the end of 60 seconds, and hope never to hear of it again. Fat chance.

Adbrands Weekly Update 17th Mar 2016: Ads of the Week: "Sebastian". Mother finally breathes some life back into Stella Artois' seemingly stagnant marketing strategy. Dispensing (almost but not quite) with the brewer's snooze-worthy obsession with chalices and pouring rituals, the agency revisits the beer's rich historical and cultural tradition for the first of what promises to be a punchy new ad series. It's where the UK's love for Stella first began after all, with that original Jean de Florette homage. More please, Mother (as we used to say in our house at tea-time).

Adbrands Weekly Update 26th Jun 2014: Ads of the Week "Perfectionists: Rufus". Mother has yet to find the right new creative approach for Stella Artois, but the latest installments in the "Perfectionists" series will do for the time being. The new set of Wimbledon-themed spots represent a considerable improvement over Wim Wenders' frankly embarrassing Cannes Film Festival spots, not least through their keen eye for unorthodox details. Not the tennis players, but the racket stringers (in another spot) or, here, the hawk which keeps pigeons offer the courts.

Adbrands Weekly Update 3rd Feb 2014: AB InBev's Stella Artois became the official beer of UK golf's Open Championship, replacing SABMiller's Pilsner Urquell. The five-year deal gives Stella exclusive pouring rights at the tournament. It is Stella's first golf sponsorship. A long historic relationship with tennis ended in 2008.

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