Mother is to pitch against Lowe London for the campaign to launch the Stella 4% variant contrary to reports that TBWA/London was involved in the review. Inbev is gearing up to launch the new lager later this summer.
The winning agency will develop a launch campaign that is expected to include a heavyweight TV campaign, press and online.
The new variant, which was exclusively revealed in Marketing Week, aims to help the revitalise the brand and move it away from its “wife beater” nickname (MW June 19). It is thought that if successful it will become the flagship product and the 5.2% ABV variant will be relaunched as a premium super-strength lager.
Last year, Lowe, which is the long term incumbent on the Stella brand, scrapped the “Reassuringly Expensive” strapline and replaced it with “Pass On Something Good” to support the Artois family of beers, which includes the 4% ABV Peetermans and premium brand Artois Bock.
Mother was unavailable for comment at the time of publishing.