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Stella Artois promotes ‘Joie de Bière’ in largest global campaign to date


By Kyle O'Brien | Creative Works Editor

April 16, 2018 | 4 min read

Today Stella Artois is introducing the joy of beer, or ‘Joie de Bière,’ for all those that enjoy savoring a Stella and the many pleasures of life.

Stella Artois Pockets

Stella Artois Pockets

The new campaign from the AB InBev core brand urges consumers not to let life and all its modern distractions get in the way of taking in the moments that matter. In a release, the Belgian beer maker said it believes that the joy of savoring a great beer with friends – poured in an iconic Stella chalice – is a step taken toward a life well lived. The campaign is launching in 19 markets around the world, making it the brand’s largest marketing effort ever.

At the center of the campaign by Mother is a fictitious home for the brand known as Le Village – a modern village with old world European charm where nothing gets in the way of enjoying life, or a finely poured Stella. Le Village is the idyllic manifestation of Stella Artois’ hometown of Leuven, Belgium, where the brand has had a rich 600-year heritage of living the ‘Joie de Bière’ lifestyle.

“The name ‘Joie de Bière’ is of course a play on the well-known European sentiment of ‘joie de vivre.’ Our goal for the campaign is to remind people not to let life get in the way of enjoying what really matters – and for us, that means taking time to sit back and savor a Stella Artois,” said Harry Lewis, vice president of Stella Artois.

“Le Village is a place where people can take a mental escape to imagine what life would be like if you set aside modern distractions, and we’re excited to bring this concept to life as we set out on our mission to bring more joie to the world.”

The brand is debuting a new television spot that reflects the brand’s largest TV buy to date. Titled ‘Les Pockets,’ the 30-second ad illustrates how much more enjoyable life can be when you take a moment to remove life’s modern-day distractions and savor a Stella Artois.

Set in Le Village, we see a man running frantically down the cobblestone street, trying to talk on two separate cell phones. The spot cuts back and forth from a pub where people are enjoying a dance and chalices of the signature beer, to the man, and also to someone sewing pockets onto garments. As the man enters the pub and orders a Stella, still on his phones, he wonders what to do with his phones. It’s then revealed that everyone in the place has those pockets on their clothes to store their devices.

Following the launch of the new TV ad, Stella Artois will continue to spread joy through marketing to consumers around the country with unique events and social activations inspired by Le Village, including at top food festivals, where the brand will invite guests to enjoy Stella Artois at Le Village inspired pop-up bars. Also, the brand will promote ‘Don’t Rush Hour’ with an extra hour of happy hour at select bars, plus a chance to win a VIP trip to experience Le Village at the San Diego Wine & Food Festival by using Snapchat codes.

‘Joie de Bière’ will also come to life across the brand’s digital channels and through interactive advertising that encourages people to stop and savor the moment even when they’re on the go, including online pop-up ads, billboards and on social channels.

Stella Artois: Joie de Bière by Mother

By Stella Artois

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