Stella awards Mother launch brief for 4% variant

Mother has won the launch task for the Stella Artois 4% variant. The win follows a competitive pitch against Lowe London, the incumbent on the existing Stella brand.

The agency will develop a launch campaign that is expected to include a heavyweight TV campaign as well as press and online. It is unclear if it will continue to handle the account following the launch campaign.

The 4% variant, which was revealed in Marketing Week (MW June 19), is aiming to revitalise the brand and distance it from its “wife beater” reputation.

If it is successful, it is thought it will become the flagship Stella product and the 5.2% ABV variant will be relaunched as a premium super-strength lager.

Last year, Lowe scrapped the “Reassuringly Expensive” strapline and replaced it with “Pass on Something Good” to support the Artois family of beers, which also includes Peetermans and Artois Bock.

It is understood that the variant is launching with striking black and silver packaging to differentiate it from the higher alcohol strength flagship brand.

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