AB InBev brand Stella Artois is shifting its marketing strategy from restaurant dining to casual dining to match the changing habits of consumers.
In its latest “Make Time For The Life Artois” campaign a woman is seen sitting down at a table to eat and drink (a bottle of Stella) alone, however, the floor in her apartment then falls down and she finds herself sat at a table with a man.
In what we can assume is a creative move, and not a sign of structural damage, the floor in the apartment breaks away again and the original couple now finds themselves at a table with two more people – each of them drinking Stella.
This continues to happen until eventually there is a large group of people, and it turns into something that would closer resemble a house party scene.
According to reports, whilst the premium lager had initially targeted restaurant diners, the shift to casual dining has reduced the attractiveness of the restaurant market.
A large percentage of the business – an estimated 40 per cent occurred on-premise as of 2022, meaning the brand was particularly hurt by Covid.
In 2022 Stella launched its “Make Time For The Life Artois” as it urged consumers to avoid virtual reality to actual reality.
Since Covid, take away has become the new normal for many consumers – something Stella is hoping to tap into.
“The opportunity that we have with the brand by modernizing and going after these new consumers is to really focus on driving frequency on casual food,” said Marcela Garcia, Stella Artois’ vice president of marketing.
The campaign includes a TV commercial, influencers, digital social and out-of-home.
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