Inbev is launching a major marketing push for its new low-alcohol wheat beer Peeterman Artois, which was launched last year to extend the Artois family of beers alongside its flagship brand Stella Artois.
The push will include an advertising campaign with the new strapline “Pass on something good”. The campaign, which will also focus on Stella Artois and specialty beer Artois Bock, launches on May 21 and will include outdoor and press to begin with.
Peeterman Artois was launched in an effort to woo younger drinkers (MW March 30, 2006).
InBev says the new “Pass on something good” strapline reflects the 600 years of Belgian brewing heritage behind the Artois beers, as well as encouraging consumer to try its brands.
James Watson, marketing manager of Artois at InBev UK, says: “The outdoor campaign marks the first heavyweight advertising specifically for La Famille Artois.
“Consumers are increasingly becoming used to seeing the three brands together, so it is only fitting that we are now advertising them together.”
The poster campaign will depict the beer’s 600-year heritage and feature the badges of Stella Artois, Artois Bock and Peeterman Artois brands.
It will run on more than 2,300 sites nationally while press advertising will run from June to September this year.