Stella Artois: Seven years in Provence - IPA Effectiveness Awards Case Study 1996

Brief Description: Paper looks at the background of the brand and the reasons for decline. To make the brand stand out against the competition the 'Reassuringly Expensive' idea was developed. Using TV regionally and then nationally after 12 months. Results showed improvement in volume sales and share. Payback estimated ; net ROI £3-6million. Brand has now achieved dominance ;---(TAGS)--- Full Title: Seven years in Provence. How a change in strategy helped Stella Artois retain market dominance ; Number: 1996/302 ; Brand Name: Stella Artois ; Client: Whitbread Beer Company ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Beer/lager/ale) ; Agency: Lowe Howard-Spink ; Author: Jon Howard, Andy Palmer, George Bryant ;