Brief Description: The key objective was to postion Stella as good quality, therefore expensive, and sought after by lager connoisseurs. In 1997 Stella was 23rd largest grocery brand, by 1999 it was the fifth largest in the UK. This growth was largely due to massive distribution gains and sales growth. Tracking shows how the 'superior quality' message has affected how drinkers perceive the brand. The brand is regarded as 'selling itself'. The modelling suggests a 1995-9 revenue return of £242.76 million against media and production costs of £21.1 million, yielding profit more than six times the original investment---(TAGS)---Full Title: Stella Artois - Reassuring Profitable ; Number: 2000/22 ; Brand: Stella Artois ; Client: Interbrew UK ; Product Category: Drink (Beer/Lager/Ale) ; Drink (Alcoholic drinks - all) ; Agency: Lowe Lintas ; Author: Pete Brown ; Prize Winners: 5 Star (Adworks ref: Advertising Works 11)