Stella Artois - sometimes it’s not what you say, or even how you say it. It’s where you set it

In this campaign by Mother, Stella Artois 4% aimed to break out from its usual rural brand imagery and distinguish itself from other 4% lagers.

Stella Artois – sometimes it's not what you say, or even how you say it. It's where you set it

Mother

SUMMARY

Stella Artois 4% was created to capitalize on an opportunity. Premium lager drinkers were switching to lower strength products for 'mid-tempo' occasions, and they wanted a 4% lager which still had the badge value of the stronger premium brands.

It proved difficult to create that badge value in the traditional Stella Artois brand world of rural Belgian villages. That world had been a great place to tell stories about the quality of the product (which was essential in...

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