Stella Artois is repositioning its marketing strategy to focus activity on the quality and heritage of the 600-year-old Belgian beer brand.
The brewer has launched a major new outdoor advertising campaign with product-led ads at key roadside, underground, rail and city centre sites.
It marks a strategic shift away from the 1960s-inspired ads of the last three years that focused on the chic style of the French Riviera.
Taglines now include ‘We were brewing beer in Belgium before Belgium was Belgian’, and ‘Master Brewers required. 600 years experience needed’.
To target the brand’s key audience, men’s lifestyle magazines will also carry the ads, which prominently display the lager in the iconic Stella Artois “chalice” glass.
James Watson, marketing director for Stella Artois Western Europe, explained that the latest set of adverts “leverage the heritage of Stella Artois, both as an experienced brewer and as a traditional Belgian brand”.
The image of the chalice “encapsulates the sleek and sophisticated nature” of the beer’s premium branding, he added.
“It is this simplicity, along with the strategic placement of the adverts that will ultimately drive the success of the campaign,” concluded Mr Watson.
FEB
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Ella has over 15 years in marketing and a wealth of experience delivering successful campaigns across all platforms. Focusing on strategic direction for both McConnells and her clients, Ella ensures ideas are turned into reality to create results. With a passion for the food and construction industries, Ella acknowledges that it is creating a synergy with people and immersing herself in her clients’ business that creates these results. Whether that means putting on a pair of rigger boots and a hard hat, or a white coat and a hair net, to help create strategic ideas, her satisfaction comes from clients’ satisfaction.