AB InBev’s Stella Artois shifts its brand positioning with a new campaign titled “Here's to #TheLifeArtois," connecting to the new habits of diners and consumers.
The premium lager brand has been well-known for targeting the dining experience, specifically on-premise dining. Nearly 40% of Stella Artois’ business occurred on-premise in 2022.
However, consumer trends have slowly but surely been shifting following the pandemic. At-home delivery and casual dining have greatly increased and become a more regular habit than eating out, especially for younger consumers.
“We find that having a conversation over a meal – great food, good friends, and of course, Stella Artois – is the best way to connect and create lasting memories,” said Marcela Garcia, vice president of marketing at Stella Artois, when introducing the new campaign.
The one-minute spot features a solo diner, about to enjoy a glass of Stella Artois, in her apartment. As she picks up her glass, the floor beneath her gives away. She falls to the apartment beneath where another Stella Artois fan is dining alone. The spot continues, connecting different people in the apartment to dine together with a glass of Stella in hand.
In addition to the spot, the 10-week-long creative campaign will include digital, social media, OOH advertising and influencer marketing. The larger brand has also teamed up with the likes of Uber Eats and Yelp to promote casual dining and instigate new consumer culture with Stella Artois.
“I want Stella to be at the center of culture and connection, a brand our consumers trust to speak authentically and show up vibrantly in the moments that matter,” explained Garcia.