Stella Artois launches green Christmas campaign
Inbev UK has launched the latest phase in the repositioning of Stella Artois as an environmentally friendly beer brand with a Christmas campaign that offers consumers the chance to save a tree.
The brewer claims it will “secure the future” of a tree in Argentina’s Atlantic Rainforest for every branded Christmas ecard sent from the Stella Artios website.
The “Send a Card, Save a Tree” campaign follows a number of other green-themed marketing initiatives Inbev has launched for the brand this year.
It introduced the Le Recyclage de Luxe 60s themed online show last week that aims to demonstrate how consumers can be both stylish and green.
In July, the brewer launched the hedge fund promotion that vowed to make a “serious investment towards helping replenish Britain’s depleted hedgerows” by growing a hedge three times the size of every promotional pack purchased.
The green repositioning, which has been supported by a major print and outdoor campaign, has helped boost sales of Stella in the UK. The brand registered double digit growth in the three months to the end of September in a declining UK beer market.
The Christmas ecard campaign uses 3D “augmented reality” technology and was created by Bright Spark Digital. It will be supported by a Christmas-themed television, digital and outdoor activity.
Inbev is working with environmental organisation World Land Trust on the initiative.
