Agency: Lowe | Author: Jo Reid |
Stella Artois: The Returning Hero
INTRODUCTION
Yes it's yet another Stella Artois paper: could there really be more to say? (1)
The fact that the brand is nearly 50% bigger than in 2000 suggests that it does merit a return to the IPA awards and another exploration of advertising's contribution. In this paper we will demonstrate how previous findings still hold true, only more so, and reveal additional advertising effects more recently apparent. This paper covers 1999-2001 (Figure 1), and thus overlaps with the 2000 paper, but this allows us to...