Jane Inge
Copywriter at Lowe London
London, United Kingdom
TitleJacques
Agency
Campaign Reassuringly Expensive - Stella Artois
Advertiser Whitbread Beer Company
Brand Stella Artois
Date of First Broadcast/Publication
Product Beer
Business Sector Beers, Ciders, Lagers
Tagline Stella Artois. Reassuringly expensive.
Philosophy The Reassuringly Expensive TV campaign for Stella Artois drives the brand's growth by creating a unique relationship with its drinkers which means they will change their drinking behaviour if the brand is present on the bar. They drink more premium lager, which is more profitable for publicans, who therefore want to stock the brand more than any other draught lager. Distribution of Stella has grown massively as a result.
Media Type Television
Length
Market United Kingdom
Creative Director
Art Director
Copywriter
Production Company

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