Seven years in Provence - How a change in strategy helped Stella Artois retain market dominance

1990-95 campaign for Stella Artois lager (Whitbread). Market background described, showing reasons for decline in sales and share.
Agency: Lowe Howard-SpinkAuthors: 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...

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