Cidre brand repackages to reinforce lifestyle

Stella Artois Cidre has unveiled bold new packaging for its apple and fruit ciders.

The new look and feel aims to reinforce the brand’s premium positioning. The new design will be featured on all bottles and cans in the Stella Artois Cidre family:  Stella Artois Cidre Apple, Pear, Peach, Raspberry and Elderflower. All five designs feature elegant paint stroke detailing that highlight the brand’s apple and fruit flavours.

Accompanying the launch of the new packaging is a limited edition on-pack competition, that will run until 28 August 2016.  During the promotion period, consumers who find one of the Stella Artois Cidre ‘lucky stars’ under the bottle cap will win one of three Extraordinaire Adventures (a 10 night stay in a Deluxe Water Villa at Maldives Rangala Island Resort; a private BBQ in the caves of an Icelandic volcano; build a treehouse on their own Fijian island) or win one of 10,000 Stella Artois Cidre chalices. www.cidreadventures.com

“It is an important time for cider brands to set themselves apart. Stella Artois Cidre embodies a sophisticated, adventurous lifestyle and we are excited to launch this incredible on-pack promotion and packaging that further distinguishes ourselves from our competitors,” says Ally Atha, senior brand manager at Stella Artois Cidre. 

The campaign will be fully supported with both TV and OOH advertisements, going live on 11th July. 

30 June 2016 - Felicity Murray The Drinks Report, editor