Campaign Big Awards
British Arrow Gold 
Shortlist Cannes

STELLA ARTOIS CIDRE NOT CIDER

We were given the task to launch Stella Artois’ new Cider in the British market. Not an easy task for a Belgium continental brand with plenty of credentials with their hops, but not expertise with apples. Specially in a market saturated with other cider brands. The challenge was tricky - how could a continental beer brand gain credibility quickly as a Cider producer in a category typically dominated by domestic producers? Easy, we were launching a Cidre, not a Cider. By swapping the “r” and the “e” we were introducing Cider’s more sophisticated sibling. And we created Stella Fictiious Le President to iron out any confusion.