Agency: Lowe Howard-Spink | Authors: Pete Brown |
Reassuringly consistent: explaining the Stella Artois brand effect
INTRODUCTION
The breweries, and more especially the marketers, are aware that the core audience of young males is increasingly cynical about how it is being marketed to. One campaign that is a success is Stella's long running 'Reassuringly Expensive' series of ads. Stella's campaign insists that it is far more expensive than it actually is. And it works.1...