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Stella Artois launches 'Joie de Bière' marketing campaign

4th October 2018

Stella Artois has launched 'Joie de Bière', a new campaign built around Stella Artois' philosophy - to make time for what you truly enjoy.

The new campaign highlights the 'ridiculous, fast-paced nature of modern society, encouraging Brits to remove modern day distractions and make time for life's simple pleasures - like the joy of a Chalice of Stella Artois savoured over food, with good company. We call this feeling 'Joie de Bière'.'

Launched on October 1, the 360-degree campaign will be amplified via a range of activity, encompassing cinema, TV, print, PR, social and digital, and out-of-home.

With a third (36%) of the population classifying their lifestyle as 'on the go', Stella Artois' new philosophy will be amplified through a documentary-style video of a secretly filmed social experiment which aims to highlight the ridiculous nature of modern behavior.

This follows new research[i] from Stella Artois which reveals that 39 million2 British adults (75%) struggle to fit everything they need to do into their day and would therefore need a staggering 38 extra days per year to complete their tasks - leading to the sacrifice of things they really enjoy.

The social experiment opens with a quaint Stella Artois drinks truck pulling into a busy London street, and shows two bartenders set up to offer a pint of Stella Artois in handy, fake, paper chalices, much like takeaway coffee cups.

Nothing appears to be out of the ordinary, until the chalices prove difficult to drink from and begin to disintegrate, leaving distracted drinkers with soggy cups, bumping into each other and spilling beers - highlighting why some things just aren't meant to be rushed.

The Stella Artois bartenders then point people in the direction of the nearest pub, encouraging them to make time to sit down with friends and food to enjoy a perfectly poured in a glass chalice Stella Artois at their own pace.

Alexis Berger, Marketing Director - Europe at Stella Artois, said: "Stella Artois with its four high quality ingredients, perfectly poured in our distinctive chalice, is a beer that is meant to be savored over good food with great company. We call this feeling 'Joie de Bière'.

"With 600 years of tradition, this is how we've been enjoying Stella Artois in Belgium for as long as we can remember. We all know modern life is incredibly busy but we're calling time on our constant 'on the go' attitude and reminding everyone to make time for what they truly enjoy."

You can view the launch videos here:

Social Experiment: https://youtu.be/3JowzelQGVI
Ad: https://youtu.be/dvHqEQU_aF8

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