Stella Artois: Uncomfortable food

Beer brand Stella Artois addressed the issue of gender inequality amongst restaurant chefs in Brazil to grow its brand measures.

Campaign details

Title: Uncomfortable foodBrand: Stella ArtoisProduct: Stella ArtoisIdea: SOKOCountry: Brazil

Why is this work relevant for Creative Effectiveness?

After one year, Stella Artois still benefits from the effects of 'Uncomfortable Food'. We've experienced the greatest brand awareness growth in recent years, rising by over 3% in the quarter. Our brand strength has also increased, driven by a 6% rise in salience among women and a 5-percentage-point increase in differentiation, achieving a 55% growth in association with consumption occasions, becoming Top of Mind in Meals. We achieved the highest growth in...

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