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: Stella Artois ~ Seven Years in Provence. How a change in strategy helped Stella Artois retail market dominance; Number: 1996/302; Brand: Stella Artois; Client: Whitbread Beer Company; Product Category: Drink (Alcoholic drinks - all) ; Drink (Beer/Lager/Ale); Agency: Lowe Howard Spink; Author: Jon Howard, Andy Palmer and George Bryant;(Ref: Adworks 9)