“This can be a new day for the model,” Marcela Garcia, vp of promoting for Stella Artois, stated as she talked in regards to the launch of a inventive platform that she hopes will assist the model attain a brand new multicultural viewers whereas staying true to its business priorities.
Garcia, who took on the position just below a 12 months in the past and highlights that she is the primary lady of coloration to guide the model’s advertising, has been creating a method to “refresh” Stella Artois’ look and relevance. To take action, she plans to deal with changing into an icon in “trendy premium,” a method that goals to modernize Stella Artois’ cultural standing whereas delivering a wider, extra multicultural viewers to the model. She additionally goals for the model to “[own] the largest beer event” at meals and join it to meals.
The primary marketing campaign to signify these ambitions, titled “Desk Drop,” focuses on the evolution of the “Make Time For The Life Artois” model platform. It highlights folks’s genuine and spontaneous connections whereas they socialize on the dinner desk. Garcia hopes that by being extra representational in its advertisements, the model may also develop to extra Black, Hispanic and Asian customers throughout the US.
The special-effects movie, created by Anomaly, encompasses a group of individuals at a desk having fun with dinner and beers collectively. We watch as they crash via a number of flooring beneath them into completely different social events inside their neighbors’ properties.
Rising genuine connections
With the intention of rising its shopper viewers, the model goals to signify every of these new goal communities to drive connections. Past TV, the marketing campaign will develop into experiential.
Garcia admits that rising genuine connections for the model and “constructing realness” would haven’t been easy if it continued to make use of the French artwork illustrations “The Life Artois” marketing campaign had centered round over time. Transferring ahead, she plans to deal with rising illustration of actual folks dwelling in “the actual world” as an alternative.
“The one method to be actual is to indicate actual folks doing actual issues,” she defined of the idea. “Transferring to a world that’s vibrant and actual is key to have the ability to talk this new course that it’s nonetheless about proudly owning new premium, however via the lens of the fashionable shopper.”
Supporting exercise within the marketing campaign will likely be amplified throughout out-of-home, digital and with a roster of meals influencers and cooks creating content material via their platforms to indicate the potential connection between the beer model and meals events.
One other aspect will see campaigns run via Yelp, to drive customers’ discovery of eating places and bars the place they will join with associates and Stella Artois; the creation of a “Let’s Do Dinner” model hub on Instacart, encouraging customers so as to add a six-pack to their grocery cart; and a partnership with Uber Eats, with advertisements working on its homepage that promote beer orders alongside meals.
