Before: “Reassuringly Expensive”
A slogan that had run for 25 years
The Chalice.
An object every drinker holds
What went in, and what came out.
Brought in
- The UK Chalice, in every bar
- Positioning led by heritage and quality
- stellaartois.com, a cinematic website, live 18 September 2007
- Studio Artois, a film platform
- Stella Artois 4%, launched in the UK in 2008
Taken out
Five years of falling brand health and shareThe 25-year-old campaignThe pint can in the off-tradeDistribution that undercut the story
1M+
visitorsto stellaartois.com in its first 10 months
- 7 min
- average time on stellaartois.com
- 6 months
- for brand health metrics to move
- Silver Lion
- at Cannes Lions 2007, for stellaartois.com
…his award-winning work on the Stella Artois brand set a benchmark for creative and experiential use of new media.
Patrick O’RiordanWorked with Neil on the same team at InBev, 2009