Stella Artois, Inbev UK’s premium lager brand, is launching a national advertising campaign, created by Lowe, on television and cinema screens today (August 13). The campaign will target ABC1 men between 18 to 34 years old.
The campaign aims to drive consumers to “Le Courage”, which is part of the brand’s interactive website. Jeremy Hine, Lowe’s global business director, says, “Stellaartois.com’s ‘Le Courage’ was successful for the brand last year and it has proven to enhance perceptions of the brand.” Le Courage is an online environment where consumers are challenged to gather the “four” ingredients of Stella Artois. The execution will be in the style of a movie trailer, consistent with the epic tone of the website and to maintain the cinematic values of the brand, it says.