Stella Artois conducted an advertising campaign in 2012 with the key objective of changing perceptions through messages about their brewing heritage. Research found the campaign strengthened brand perceptions, especially among those exposed to both ads, and that the clear creative messaging ensured the heritage theme came through. Consideration of Stella Artois increased, particularly among those who recognized the billboard ads.

1. Stella Artois
March 2012

2. Key Campaign information
Environment/Panels Key Campaign Objective
Change perceptions of Stella Artois
563 48 Sheets through messages relating to their
brewing heritage

3. Advertising Awareness
Spontaneous advertising awareness outperforms all
competitor brands
Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so?
Source: Research Now Stella Research, February 2012

4. Brand Image
Perceptions strengthened by increased exposure to out of home
Is a brand I would like to be seen
drinking
Is a brand for someone like me
Is for people who appreciate the best
Is worth paying more for than other
brands
Is a sophisticated brand
Has only 4 ingredients
Is a brand with traditions & heritage
Is a high quality brand
Is served in a special Chalice glass
Q8 Thinking about Stella Artois, to what extent do you agree with the following statements, where 1
is strongly disagreeing and 5 is strongly agreed.
Source: Research Now Stella Research, February 2012

5. Creative Analysis: “Before Belgium”
Creative message achieved strong cut through
Tells me that Stella Artois is from Belgium
Tells me that Stella Artois has a long brewing
heritage Describes
the ad
(any)
Is believable
Told me something new about Stella Artois
I could not fail to remember this is an ad for
Stella Artois
Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For
each statement, please indicate whether the word or phrase describes the ad completely, somewhat or
not at all.
Source: Research Now Stella Research, February 2012

6. Creative Analysis: “600 years”
Long brewing heritage message clearly salient
Tells me that Stella Artois has a long brewing
heritage
Is believable
Describes
the ad
(any)
Told me something new about Stella Artois
I could not fail to remember this is an ad for
Stella Artois
Tells me that Stella Artois is served in a special
glass
Q11.The following is a series of statements that could be used to describe the ad for Stella Artois. For
each statement, please indicate whether the word or phrase describes the ad completely, somewhat or
not at all.
Source: Research Now Stella Research, February 2012

7. Consideration
The billboard campaign has led to increased consideration
amongst poster recognisers
60%
would consider drinking
Stella Artois
+13%
uplift amongst ad aware
Q2. And which, if any, beer brands have you seen advertising for in the last 2 weeks or so?
Source: Research Now Stella Research, February 2012

8. Summary
• The campaign strengthened
perceptions of Stella and even
more so amongst those exposed
to both creatives
• The clarity of the creative
ensured the key messages were
salient
• Consideration also driven by the
billboard campaign

9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics