Tuesday, 04 November 2008 17:01
InBev UK has unveiled the TV ad that will launch its 4% variant of Stella Artois to consumers.
The 40-second TV commercial, shot in the style of 1960s' French cinema, is an amusing tale of misplaced jealousy set on the sun-drenched Riviera. It communicates the message ‘Stella Artois 4%. Triple filtered with a smooth outcome'.
The ad launches tonight (November 4) during coverage of Uefa Champions League football matches on ITV1 and Sky Sports, and runs until the end of December. It's being supported by a national outdoor campaign and a targeted press campaign, also themed around the 1960s French Riviera.
Andreas Hilger, marketing director of InBev UK & Ireland, said: "The TV commercial pays homage to the continental heritage and quality credentials of the brand.
"However, we have built a new world for Stella Artois 4% in the smooth Riviera of the 1960s, which enables us to capture the wry sense of humour and strong cinematic look that has always been at the heart of our brand but recreated to fit with the qualities of this new 4% lager, in particular its smoothness."
Stella Artois 4% was launched in the off-trade in August and a draught version is being rolled out in the on-trade from November.