Agency: Lowe Howard-Spink | Authors: Jon Howard, George Bryant and Andy Palmer |
Seven years in Provence - how a change in strategy helped Stella Artois retain market dominance
BACKGROUND
The Extent of Stella's Dominance
Stella is a classic example of the power of brands and, as a corollary, advertising. In its Belgian homeland, Stella is a swilling lager lacking in premium credentials; in blind taste tests in the UK the product regularly finishes bottom of the league (being too bitter for many).
Figure 1
However, add the Stella name and the perspective of British lager drinkers changes radically.
`Stella...