Stella Artois - Reassuringly profitable

Stella Artois has already featured in the Awards (1992 and 1996), covering the original 1980s campaign and the substantial upturn following the launch of the `Jacques' TV campaign in 1991 (history summarised in the paper).
Agency: Lowe LintasAuthors: Pete Brown

Stella Artois: Reassuringly Profitable

INTRODUCTION

Stella Artois is an unlikely giant. Drinkers regard it as premium and niche, set apart from the noise of the beer market. Yet the brand is huge. Its offtrade sales alone make it the fifth biggest grocery brand in the country, ahead of brands such as Pepsi and Ariel. Add the ontrade and Stella is worth over 850 million a year, selling 18 pints a second.

Stella is a nice pint, but it always has been. Its stature is the result of dramatic growth over the last...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands