The Stella Artois brand, which is well known for its dedication to black-and-white, vintage movies and the artistic culture of the 60s, is focusing on noir tones in its chick campaign, which was recently kicked off in the UK to support the launch of “rounded, full-bodied” Stella Artois Black (4,9% ABV). Fans of the iconic beer brand are invited to get into the atmosphere of exclusiveness the legendary French cinema provides, and travel in time with Stella by becoming part of the brand’s hilarious The Night Chauffeur campaign.
The story begins in one of the ten different London pubs, where Stella Artois is serving its premium beer. Each of the customers, who buy the new product, has a chance to participate in an unforgettable experience. For this, he or she is asked to fill in the special card and then give it to the bartender. When the tickets to the The Night Chauffeur are released, the participants will receive an email to reclaim two tickets to the venue they choose. The only problem here is that the number of invitations is limited and if you really want to come, you must be quick booking them. The registration is open November 4-14, and the events will be hosted November 14-25 (the participating bars are specified on the virtual promotional poster).
Once the lucky fans got to the bar, the main part of the adventure starts. After a phone on the bar rings, the bartender calls out the name of each of the guests and a chauffeur sees him or her to a Citroën DS. “Surrounded by actors, you become part of the story that unfolds,” promises the brand on its Facebook page. The car takes them along the streets of the night city to the venue, where everything is arranged in the style of the 1960’s, “filled with femme fatales, secret exchanges and unanswered questions.” The consumers, who will be quick to get the tickets, will dive into the unforgettable atmosphere of the French cinema and participate in the intriguing theatre events.
James Watson, Marketing Director Stella Artois Western Europe, said, “Because Stella Artois Black is an exclusive beer launching in just a few selected bars, instead of writing commercials or posters, we felt the best way to promote this launch would be to create an exclusive theatre experience. We wanted to keep the brand’s tradition of telling stories, but in a completely new way for a new product. The aim is to have each person’s experience a unique one”.
The story begins in one of the ten different London pubs, where Stella Artois is serving its premium beer. Each of the customers, who buy the new product, has a chance to participate in an unforgettable experience. For this, he or she is asked to fill in the special card and then give it to the bartender. When the tickets to the The Night Chauffeur are released, the participants will receive an email to reclaim two tickets to the venue they choose. The only problem here is that the number of invitations is limited and if you really want to come, you must be quick booking them. The registration is open November 4-14, and the events will be hosted November 14-25 (the participating bars are specified on the virtual promotional poster).
James Watson, Marketing Director Stella Artois Western Europe, said, “Because Stella Artois Black is an exclusive beer launching in just a few selected bars, instead of writing commercials or posters, we felt the best way to promote this launch would be to create an exclusive theatre experience. We wanted to keep the brand’s tradition of telling stories, but in a completely new way for a new product. The aim is to have each person’s experience a unique one”.
