Stella Artois ad reinvigorates female appeal

Anheuser-Busch Inbev’s Stella Artois is looking to boost its appeal with women as the “the most premium beer in the world” with the latest TV advert in its global ‘She is a Thing of Beauty’ campaign.


The ‘Quest’ TV spot follows a man as he labours away with several jobs to buy a suit so he can impress a waitress he sees each day. As the advert unfolds, it reveals his true ambition is to enjoy a glass of Stella Artois.

It launches next week (18 March) and will be supported by a separate ‘A Cut Above’ outdoor campaign. The activity focuses on taste and depicts ‘The Skim’ – the point at which the head of the beer is sealed to remove larger bubbles.

Phil Pick, marketing manager at Stella Artois UK, says: “Quest and A Cut Above are two new creative executions that dramatise our passion for the perfectly poured and presented Stella Artois. Quest continues the great storytelling that Stella Artois advertising is famous for, showcasing and celebrating the quality of Stella Artois and the emotion and desire it invokes in consumers in the UK and around the world.”

The Mother-created campaign marks the latest in the Stella Artois’ global strategy to attract more women drinkers. The strategy dates back to 2011 when the brand began referring to the beer as ‘she’.

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