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Stella Artois unveils its seasonal promotions

Stella Artois has unveiled a festive campaign for the UK. Having originally been created as a Christmas gift to the people of Leuven, Belgium, Stella Artois celebrates its origins each year.

The L’Anniversaire TV ad brings to life the spirit of Stella Artois’ origins, with the tagline “originally crafted as a beautiful Christmas gift”.  Online there is a longer 60 second ‘Unwrapped’ video, a continuation of the TV spot, where gifts are taken from the set of the advert and are given to unsuspecting people around the world by their loved ones. 

An accompanying series of short films captures the emotional moment these gifts are presented to their unsuspecting recipients. The short stories, shot in the UK, US and Argentina, will be supported by the hashtag #givebeautifully.

The TV ad and the ‘Give Beautifully’ stories are one element of a larger campaign that emphasises Stella Artois’ heritage as a Christmas gift. This includes an out-of-home campaign launched on 1st December which also highlights the importance of drinking responsibly at Christmas, with the strapline ‘The perfect gift deserves to be savoured. Enjoy responsibly.’

Packaging specials for the holiday season

In addition, Stella Artois has launched a range of limited edition packaging for the festive season. Introduced for the first time this year is a ‘Chalice in pack’ format, enabling consumers to purchase a 6 x 330ml pack which includes a 330ml Chalice so they can enjoy a perfectly poured Stella Artois at home.

As well as this new pack format, Christmas edition primary packaging is available in both 284ml and 330ml bottles, plus can formats. These will all appear on shelf in the off-trade in a range of Christmas edition secondary packaging, including a 6 x 330ml basket pack, and a 15 x 284ml pack. Also available in selected stores is a limited edition 75cl bottle of Stella Artois, specially crafted for the Christmas period.

Available in the on-trade will be the 330ml Christmas edition bottle and in selected outlets, Stella Artois will be poured into a limited edition one pint Christmas Chalice, with a snowflake design.

Also launching for the first time in the UK is Stella Artois’ online ‘Chalice Store’. This enables consumers to purchase their own Stella Artois Chalice, starting with a limited edition 330ml Christmas Chalice..

Phil Pick, marketing manager Stella Artois UK says: “Our campaign aims to celebrate the beauty that can be found in giving truly personal gifts for those we love and care about, as well as emphasising our own origins as a Christmas gift through our limited edition packaging. We will also ensure consumers enjoy Stella Artois responsibly this festive season, with an out of home advert which reminds people of the importance of responsible drinking.”

9 December 2014 - Felicity Murray The Drinks Report, editor