Half of a glass
Beyond its unique flavour, Stella Artois is recognisable in the world of good beer because to its famous chalice. This beloved glassware has become so well-known that it almost seems to leave bars by itself. With a brilliant marketing move, Stella Artois has made this love of stealing a defining characteristic of the company, fully embracing it in their most recent campaign.
A Sassy Acceptance of the “Heist”
While many firms want to stop theft and protect their intellectual property these days, Stella Artois has chosen a different course. With a playful and hilarious approach, DAVID New York’s latest campaign for the brand has brought the intriguing story of these sought-after chalices to life.
A number of print, radio, and television advertisements are airing in Chile as part of the campaign. The story of the’missing chalices’ is skillfully told in all media, making them into renowned antiques. Especially the TV commercial portrays the goblets as essential members of the household. We watch them drying by the sink, being proudly displayed next to the best stemware and even being carefully covered in bubble wrap while moving.
Print Advertising: The Unique Glassware
The print advertisements keep highlighting the chalice’s distinctiveness by putting it in a brilliant spotlight next to more conventional glassware. Every sight serves as a gentle reminder to the Stella Artois enthusiast of the chalice’s uniqueness and conveys its significance.
“Unacceptable, yet understandable,” is the campaign’s tagline, and it effectively conveys the dichotomy at its core. Despite the fact that stealing is never appropriate, the chalice’s uniqueness makes the desire to “borrow” it somewhat reasonable.
Radio Commercials: A Twisted Heist
The radio ads have a ‘Ocean’s 11’ feel to them, telling the story of the chalice theft with the ideal amount of fun and tension. The moments, which underscore the chalice’s attraction, evoke visions of plotting a crime right out of a Hollywood film as companions debate how they’ll carry off the robbery.
The Benefits of Accepting a Quirk
The greatest way to describe the campaign’s ethos is to quote Andre Toledo, Chief Creative Officer at DAVID New York: “Since the Chalice’s introduction decades ago, consumers have been ‘borrowing’ it from the brand. It’s a unique and distinctive brand asset for Stella Artois.” We wanted to appreciate the practice as just another indication of Stella Artois’ value rather than criticise it.”
What could have been a terrible campaign has been transformed by Stella Artois into one that strengthens the brand. The brand has made a compelling and sympathetic campaign that will strike a chord with a wide range of customers by embracing the quirky nature of chalice heists.
A Marketing Masterclass
Stella Artois has demonstrated with the ‘Missing Chalice’ campaign that it can leverage commonplace events to generate valuable marketing content. The brand’s willingness to embrace the uniqueness and hilarity of its product is a welcome diversion from more conventional marketing strategies. It’s a lesson in how to creatively embrace a brand’s peculiarities and use them to your advantage, building a feeling of community among customers who can’t resist the chalice’s appeal.
Source:
https://www.ogilvy.com/work/kitchen-cabinet-dishwasher-glass-cabinet-kitchen-countertop
