Stella Artois has introduced new packaging designs for its Cidre range of drinks featuring paint stroke detailing to cut through the noisy cider market and place itself as a premium option.
The design will be featured on all bottles and cans in the Stella Artois Cidre family: Apple, Pear, Peach, Raspberry and Elderflower. All five designs use paint stroke detailing that highlights the brand’s apple and fruit flavours and ingredients.
“It is an important time for cider brands to set themselves apart," said Ally Atha, senior brand manager at Stella Artois Cidre.
"Stella Artois Cidre embodies a sophisticated, adventurous lifestyle and we are excited to launch this incredible on-pack promotion and packaging that further distinguishes ourselves from our competitors."
To support the new look, TV and out of home ads will launch on 11 July, alongside a limited edition on-pack competition that is running until 28 August. During the promotion period, consumers who find one of the Stella Artois Cidre ‘lucky stars’ under the bottle cap will win one of three Extraordinaire Adventures: a night at the bottom of the Indian Ocean, a private BBQ in an Icelandic cave or the opportunity to build a treehouse on their own Fijian island. Other prizes include one of 10,000 Stella Artois Cidre chalices.