Decision due in Stella Artois sales promotion review

InBev’s flagship beer brand Stella Artois is looking for an agency to handle its sales promotion business. It is understood that a number of undisclosed agencies have pitched for the account and that a decision its imminent.

The review comes just months after InBev announced plans to increase prices across its beer brands, including Stella Artois, by an average of 3.3%.

The company is still in the process of reviewing the advertising account for the Stella brand. It called a pitch earlier this summer after parting company with long-term incumbent Lowe London. Mother and Publicis are involved in the final stages of the review.

InBev has recently launched a new 4% variant of the Stella brand, which aims to help move the brand away from its “wife beater” image (MW June 18). It appointed Mother to handle the launch after a pitch against Lowe London and TBWA Berlin.

Meanwhile, it has also revealed two new major product extensions, with the launch early next year of an “aspirational” high-strength, 5.5% lager called Stella Black (MW October 16). It would be the third major launch under the brand in three years. InBev denies it is launching any variants of Stella Artois at a higher ABV than is currently available.

The review of the Stella Artois sales promotion account follows a below-the-line pitch that was called for the brewer’s other beer brand, Beck’s ( September 17). It is aiming to target the take-home market with a focus on sales promotions.


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