Brewing giant InBev is rolling out its first national advertising campaign to promote its new low-alcohol wheat beer Peeterman Artois.
The campaign, created by Lowe Worldwide, breaks on November 20 and will include poster and banner advertising on more than 7,000 sites across the UK.
The creative execution features four separate illustrations of the word “Artois” with its letters arranged to spell out 4% alongside a branded glass of Peeterman. The aim is to promote the product as “a different strength from Artois”.
The 4% ABV beer was launched in July as part of a broader move by InBev UK to grow the Artois family of beers alongside its existing flagship brand Stella Artois (MW, March 9).
InBev has embarked on a £50m investment in an initiative called Brasserie Artois, a new “approach to serving beer” involving the creation of premium beers inspired by the history of the Artois brewery.
The latest campaign is designed to stimulate sampling of the new lager in the lead-up to the Christmas period, targeting 18 to 34 year-olds.
Jon Sampson, marketing manager for Brasserie Artois at InBev UK says: “The campaign plays on the 4% ABV because Peeterman Artois appeals to consumers looking for an easy-drinking beer, but who don’t enjoy typical standard lagers.”