The outdoor adverts launch today (2 October) and will run throughout October using the strapline ‘Like all works of art, one must take time to appreciate it. Please drink responsibly.’
The campaign will be in the same style as the brand’s recent product led adverts that look to highlight the beer’s Belgian heritage. Since the start of the year, the brewer has been using its outdoor activity to move Stella Artois away from its 60s inspired advertising campaigns.
To date, AB Inbev’s responsible drinking messaging has come through its flagship Budweiser brand’s sponsorship of the FA Cup. It has used pitch side hoardings during matches alongside designated driver campaigns around grounds.