Stella Artois - The returning hero: reassuringly effective

Jo Reid

Stella Artois is a dramatic success. The third largest grocery brand in the UK, it is worth £1.1bn, and 25 pints of it are drunk every second.
Agency: LoweAuthor: 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...

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