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 Update:

Adbrands Social Media 10th Jul 2019: "Summer Like You're On Vacation". Idris Elba makes an excellent front man - there are few better at to-camera patter - which is probably why he seems to spend more time making ads than movies or TV drama these days. Perhaps he's just killing time while he waits for the James Bond gig to free up... (If only...) Here he lends his likeable and expansive presence to Stella Artois in a playful, if slightly confusing, film by VaynerMedia.

Adbrands Social Media 28th Jan 2019: "Change Up The Usual". The internet went slightly crazy over the weekend when Jeff Bridges hinted that his beloved 'Big Lebowski' character The Dude would be making a surprise reappearance at the Super Bowl. But for whom? That was the question. Turns out he's having a date of sorts with Sarah Jessica Parker's Carrie from 'Sex & The City' - we already knew she would be turning up from earlier teasers. Forget their two signature drinks of a Cosmopolitan and a White Russian; it's Stella Artois all round. Mother New York plays matchmaker, having successfully cornered more than its fair share of the general Super Bowl conversation on social media over the past few days. The spot itself is a touch meh, but the idea at least is cute.

Adbrands Social Media 18th Apr 2018: "Pockets". We probably just woke up on the stupid side of the bed this morning because we don't actually understand Mother's latest for Stella Artois. We love its thoroughly Gallic charm, and its typically oddball characterisations, but we're not sure how pockets fit in to the whole scheme of things. Never mind, it'll probably come to us later. Mother is hoping to reignite its long incumbency on the Stella account with the creation of "Le Village", where all the beer's ads will be set for the forseeable future. It's a challenge coming up with new ideas on an account you've held for a decade, but if anyone can do it, it's probably Mother.

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.

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