Stella Dry: 'It's out there...somewhere'

Stella Dry was the first offspring in the UK of the famous Stella Artois brand. The right advertising would open new areas of opportunity; to get it wrong would risk not only commercial failure but could also threaten the parent brand.
Agency: Lowe Howard-SpinkAuthor: Not credited

Stella Dry - It's Out There... Somewhere

 

INTRODUCTION

Launched to compete in the dynamic premium bottled lager market, Stella Dry was the first offspring in the UK of the famous Stella Artois brand. Facing what is arguably one of the hardest audiences to please, it was vital that the launch advertising for this new brand hit the mark. To get it right would open new areas of opportunity; to get it wrong would risk not only commercial failure but the threat of damaging the parent brand.

In the campaign 'It's...

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