Stella Artois: Reassuringly Expensive

Describes the press campaign for Stella Artois during the 1980s, and how the addition of the end-line 'Stella Artois - Reassuringly Expensive' transformed the brand's sales performance.
Agency: Lowe Howard-SpinkAuthor: Robert Heath

Stella Artois: Reassuringly Expensive

SUMMARY

Throughout the 1980s, when lager brewers were spending millions on ever more lavish TV advertising campaigns, one brand pursued an altogether different route. It religiously eschewed the bright lights of TV in favour of a low-impact press advertising, and ran its own style of confident, at times, arrogant copy, proclaiming of all things how absurdly expensive it was. Many must have expected the brand to be consigned to a minority existence in the ever-expanding, highly competitive premium lager market; to their astonishment it not only assumed brand...

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