Inbev pushes Artois range with multi-million pound investment

Inbev is launching a multi-million pound advertising campaign to promote the Artois family of premium beer brands.

It will be the first major push for the range, including Peeterman Artois and Artois Bock, which were launched last summer (MW March 30, 2006).

The launch was part of a £50m investment in its initiative Brasserie Artois, which saw the introduction of premium beers inspired by the archives of the Artois brewery. The new advertising campaign will include television for the first time, for this range, to celebrate Inbev’s “rich tradition in craft and brewing.”

The campaign, created by Lowe, will include a 60-second film using the strapline: “Pass on Something Good.”

The film opens in a village pub somewhere in the French-speaking world, featuring various members of the community looking after one another with such acts as passing the forgotten hat of an elderly gentleman along from hand to hand and lending a young man a comb when an attractive young woman comes in.

Devin Kelly, marketing director InBev UK says: “We wanted to remind people about our unique heritage and also that behind each of our Artois beers is an expertise and passion for brewing that has been handed down over centuries.”

The TV campaign launches on 5 November and will run until mid-December on terrestrial and digital stations. The advertising will complement a press and poster campaign around the “Pass on Something Good” theme, which has been running since May 2007.

Last month Inbev launched, which features an animated short film as the navigation tool for the site. The film includes a number of dramatised digital challenges that aim to entertain and inform visit-ors about the brand’s history and heritage.