Probably the best-selling lager in Britain
While InBev has launched an integrated ad campaign to promote its Stella Artois brand ahead of the lucrative summer months, recent Nielsen figures claim that the Carlsberg family of brands has overtaken Stella Artois as the best-selling lager brand in Britain.
In the end they all return to heritage and craftsmanship. Even InBev. In April InBev UK lauchend a month-long poster and digital ad campaign for Stella Artois focusing on the craftmanship and heritage of the brand. The campaign is aiming to build on the success of last year’s “Pass on Something Good” campaign, which replaced the “Reassuringly Expensive” campaign. It had been quietly dumped after every Tom, Dick and Jerry had become aware of the fact that Stella Artois was anything but “reassuringly expensive”.
One of the new ads features a chalice glass in the centre of an arctic surrounding, featuring penguins, icebergs and wooden kegs dated 1366 that symbolise the brand’s chilled positioning and brewing heritage. A strapline at the bottom of the ad reads: “A chalice crafted to keep your beer colder for longer.”
The campaign will run on 3,278 sites nationally. There will be a focus on the London Underground to reach the key audience of ABC1 males, that is middle class males.
InBev claims the campaign is the single biggest monthly spend by any lager or cider brand in almost 18 months.
Which may just be as well. Since April, Carlsberg can lay claim to being Britain’s number one lager brand as its family of beers has overtaken Stella Artois.
