Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

Campaign details

Brand: Stella ArtoisAgency: Mother London

In a complex, ever-changing world, adaptability isn't just a necessity; it's an artform

Some APG papers are simple, sanitised stories of how a single strategic revelation unlocked the answer to a clear problem.

This is not one of those papers.

Instead, it's a gloriously honest parable of how achieving enduring success in a complex and ever-changing world requires one thing of brands and strategists, above all: The Art of Adaptability.

At its heart is an iconic brand that needed to adapt to survive. A brand battling global competition that dwarfed...

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