Stella Artois falls back on traditional TV ad to support big-ticket website

by Alex Brownsell, Marketing 13-Aug-08, 15:00

LONDON - The latest Stella Artois TV commercial is being used to drive traffic to the 'Le courage' section of its website.

Last September the company announced that rather than producing its traditional high-profile TV campaigns, it would be making a major investment in stellaartois.com as the main focus of its UK advertising.

The TV ads, breaking today, were created Lowe London and target 18- to 34-year-old ABC1 males.

At the ‘Le Courage' microsite, users are challenged to collect the four ingredients of Stella Artois in a mythic Fourteenth century Belgium. The TV ad will be shot in the style of a movie trailer to match the tone of the website.

Stella-owner InBev recently handed the launch advertising brief for its 4% variant to Mother after a final pitch against Lowe. The campaign, involving TV and digital activity, will break in November to coincide with its on-trade debut. The variant will be available in the off-trade from this month.