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Stella Artois / Cidre 

We were given the task of launching Stella Artois’ new Cider and create a unique positioning within the established cider market in the UK.

The brief was tricky - how could a continental beer brand gain credibility quickly as a Cider producer in a category typically dominated by domestic producers?

We turned Stella Artois’ origins story into an advantage, by announcing that we were introducing, not a Cider, but a ‘Cidre’ — Cider’s more sophisticated sibling. 

And Le President of Stella Artois, comes to TV to iron out all the differences between ‘Cidre’ and ‘Cider'.

Le President from Mico on Vimeo.

Le Apple from Mico on Vimeo.

Le Continent from Mico on Vimeo.

Le Chalice from Mico on Vimeo.

For the second year of the Stella Artois Cidre campaign, we decided the best way to show the difference between Cidre and Cider would be in a Gainsbourg-Birkin style duet. We were lucky enough to get Johan Renck - the guy that directed Breaking Bad -  to shoot our spot. Sweet.

Stella Artois Cidre Duet from Mico on Vimeo.