Stella Artois has launched a new campaign to mark its return as the Official Beer of The Championships Wimbledon.
The beer brand said the campaign is inspired by the personal journeys and modest beginnings of those behind the origins of both brands – from the first ever Wimbledon champion to Sebastian Artois himself.
The campaign, which is the second chapter in the “Be Legacy” drive, kicks off with a TV ad set in Victorian London. It will also feature outdoor and digital ads, including becoming the first alcohol brand in the UK to advertise on Snapchat. Additionally, the campaign will include a fully immersive theatre experience called ‘The Time Portal’ (created in collaboration with theatre troupe Les Enfants Terribles and Framestore) that will take place over five days in London.
The campaign will accompany Stella Artois’ limited edition Wimbledon packaging which includes a special edition 660ml bottle with a white and red wrap design, as well as a variety of on and off trade activity.
Rowan Chidgey, Senior Brand Manager at Stella Artois, noted: “We are thrilled to mark our return as The Official Beer of The Championships Wimbledon with this hugely exciting new campaign. This legendary tennis tournament and our best-selling Belgian beer have shared similar journeys as once unknowns who have distinguished themselves over time. We hope that their stories will help inspire our audience to get out there and make their mark on the world.”