Stella Artois has announced its greatest trade support ever for the brand’s annual ‘Buy a Lady a Drink’ (BALAD) programme. The programme, in its third year via a partnership with Water.org, aims to help bring clean water to more than 3.5 million people in the developing world by 2020.
Featuring new increased trade activity, which focuses around limited edition bottle packs, the brand will help make it easier for consumers to ‘leave their mark’ and be part of the generation that helps put an end to the Global water crisis.
New on the shelf for the off-trade is a limited edition bottle pack; available in 330ml and 248ml across 3x, 4x, 6x, 12x, 15x and 20x pack formats. For every such pack purchased in major retailers, Stella Artois will provide six months of clean water to one person in the developing world.
Also in the on-trade from 6 March, consumers can purchase a limited edition 330ml bottle featuring stunning artwork created by three influential global artists – Lisa Mam from Cambodia, Fernando Chamerelli from Brazil and Eria Nsubuga from Uganda – which reflect the artist’s interpretation of the water access issue in their country. For every bottle purchased, one month of clean water will be provided for a person in the developing world.
Additional POS activity includes digital assets provided to bars and pubs to use on their social channels to help drive awareness of the crisis amongst their customers. For the off-trade, consumers will receive limited edition BALAD tote bags with every purchase. In addition, consumers are further encouraged to support the campaign by purchasing new limited edition Stella Artois Chalices, featuring artwork that mirrors the on trade BALAD design. For every Chalice sold through Amazon for £8.99, Stella Artois will help Water.org provide five years of clean water for one person in the developing world.
The campaign is also supported with a full 360 marketing campaign featuring influencer activity, emotive imagery and videos that demonstrate the positive impact the campaign has had on communities to date. 60” cinema advertising will air for 5 ½ weeks and a 30” TVC will also air for 4 weeks.