Inbev pushes Artois range with multi-million pound investment

Inbev is launching a multi-million pound advertising campaign to promote the Artois family of premium beer brands.

It will be the first major push for the range, including Peeterman Artois and Artois Bock, which were launched last summer (MW March 30, 2006).

The launch was part of a £50m investment in its initiative Brasserie Artois, which saw the introduction of premium beers inspired by the archives of the Artois brewery. The new advertising campaign will include television for the first time, for this range, to celebrate Inbev’s “rich tradition in craft and brewing.”

The campaign, created by Lowe, will include a 60-second film using the strapline: “Pass on Something Good.”

The film opens in a village pub somewhere in the French-speaking world, featuring various members of the community looking after one another with such acts as passing the forgotten hat of an elderly gentleman along from hand to hand and lending a young man a comb when an attractive young woman comes in.

Devin Kelly, marketing director InBev UK says: “We wanted to remind people about our unique heritage and also that behind each of our Artois beers is an expertise and passion for brewing that has been handed down over centuries.”

The TV campaign launches on 5 November and will run until mid-December on terrestrial and digital stations. The advertising will complement a press and poster campaign around the “Pass on Something Good” theme, which has been running since May 2007.

Last month Inbev launched, which features an animated short film as the navigation tool for the site. The film includes a number of dramatised digital challenges that aim to entertain and inform visit-ors about the brand’s history and heritage.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here