Stella Artois: The returning hero - reassuringly effective - IPA Effectiveness Awards Case Study 2002

Brief Description: This case documents how Stella Artois' advertising has fostered a desired and revered brand, and has contributed to direct sales growth with a profitable return on investment. A consistent creative approach, focusing on quality, has maintained premium and aspirational brand credentials for an audience increasingly exposed to cut-price messages. Additionally, advertising has a demonstrable multiplier effect on the effectiveness and value of promotions, allowing them to grow long-term penetration, a phenomenon not seen elsewhere in this category. ;---(TAGS)--- Full Title: Stella Artois : the returning hero ; Number: 2002/37 ; Brand Name: Stella Artois ; Client: Interbrew UK ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: Lowe ; Author: Jo Reid ;