The Virtues Of Consistency: Stella Artois
Ben Sareen and Cathy Lewis LowePhil Rumbol Interbrew Brands
Building a brand the early years 1976 1990
In 1976 Stella Artois was advertised only in quality press, targeting a niche product at a niche, upmarket audience. Focusing squarely on the product, it didn't attempt to mirror consumers' lives, but said simply that Stella Artois was expensive because it was produced with the finest ingredients and the longest brewing process. In 1982 'Reassuringly Expensive' became the brand's end-line, and...