Charles Inge
Founding Partner, Creative at The&Partnership
London, United Kingdom
TitleLast Orders
Agency
Campaign Reassuringly Expensive - Stella Artois
Advertiser InBev / Labatt Brewing Company
Brand Stella Artois
Date of First Broadcast/Publication 1998 / 8
Product Draught, Canned and Bottled Lager
Business Sector Beers, Ciders, Lagers
Tagline Reassuringly Expensive
Philosophy This case documents how Stella Artois’ advertising has fostered a desired and revered brand, and has contributed to direct sales growth with a profitable return on investment. A consistent creative approach, focusing on quality, has maintained premium and aspirational brand credentials for an audience increasingly exposed to cut-price messages. Additionally, advertising has a demonstrable multiplier effect on the effectiveness and value of promotions, allowing them to grow long-term penetration, a phenomenon not seen elsewhere in this category.
Media Type Television
Length
Market United Kingdom
Art Director
Account Executive
Account Executive
Copywriter
Advertising Manager
Actor / Celebrity
Account Planner
Production Company
Creative Director
Copywriter

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