Stella Artois: Reassuringly Expensive - IPA Effectiveness Awards Case Study 1992

Brief Description: Press campaign during 1980's and how the addition of end-line 'Reassuringly Expensive' changed the brand's sales. Designed to appeal to three groups of lager drinkers; flavour - Connoisseurs; strength - Headbangers; fashion - Style-Seekers. Unlike most competition the strategy was to stay with press to ensure each group could consume brand individually. Millward Brown pre and post tracking showed effectiveness of this strategy with relative gains in image. Premium price increased, volume growth outstripped market and penetration increased. Profit earned for Whitbread by the campaign estimated to be at least £7m with a return on ad investment 192%. Campaign changed to TV in 1990 when circumstances eliminated press advantage. ;---(TAGS)--- Full Title: Reassuringly expensive - a case study of Stella Artois press campaign ; Number: 1992/104 ; Brand Name: Stella Artois ; Client: Whitbread Beer Company ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: Lowe Howard-Spink ; Author: Robert Heath ;