Magazine article Marketing

50 Years of Fame: Brandfame - Stella Artois

Magazine article Marketing

50 Years of Fame: Brandfame - Stella Artois

Article excerpt

Anyone who doubts the power of TV advertising has only to compare perceptions of Stella Artois in the UK with those on the continent.

A premium brand in the UK, across the Channel, Stella is everyday fare.

The brand has achieved its premium perception in the UK through consistent TV advertising, mainly since 1990.

In 1986 Stella ran a small regional test using the theme 'reassuringly expensive', but it was not until 1990 that it launched its first major TV ad, at a time when it was coming under increased competition from rivals such as Heineken and Holsten Pils, which were advertising heavily and cutting the brand's share of voice.

Its first execution, 'Jacques', showed a flower-seller trading red carnations for a single Stella and concluded with the now-classic strapline 'Reassuringly expensive'.

The brand has been consistent in its approach since, with a stream of elegant ads portraying a Jean de Florette vision of Europe.

Subsequent executions included 'Last order', which showed a father's dying wish for one last Stella being scuppered by his thirsty son.

The cinematic quality of the ads has enabled the brand to tie itself closely to movies through a long-running sponsorship of the film strand on Channel 4. …

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