Stella Artois announces BALAD trade plans
Stella Artois has announced its greatest trade support ever for the brand’s annual ‘Buy a Lady a Drink’ (BALAD) programme. Expanding its commitment to help end the global water crisis; Stella Artois’ third year partnership with Water.org aims to help bring clean water to more than 3.5 million people in the developing world by 2020. Featuring new increased trade activity, which focuses around limited edition bottle packs, the brand will help make it easier for consumers to ‘leave their mark’ and be part of the generation that helps put an end to the Global water crisis.
New on the shelf for the off-trade is a sleek new limited edition bottle pack; available in 330ml and 248ml across 3x, 4x, 6x, 12x, 15x and 20x pack formats.. For every limited edition pack purchased in major retailers, Stella Artois will provide six months of clean water to one person in the developing world.
In the on-trade from the 6th March, consumers can purchase a limited edition 330ml bottle featuring stunning artwork created by three influential global artists - Lisa Mam from Cambodia, Fernando Chamerelli from Brazil and Eria Nsubuga from Uganda – countries the BALAD campaign supports. Each design reflects the artist’s interpretation of the water access issue in their country and for every bottle purchased, one month of clean water will be provided for a person in the developing world.
Supporting this point of sale activity further are other on and off-trade initiatives, including digital assets provided to bars and pubs to use on their social channels to help drive awareness of the crisis among their consumers. For the off-trade, consumers will receive limited edition BALAD tote bags with every purchase. In addition, consumers are further encouraged to support the campaign by purchasing new limited edition Stella Artois Chalices, featuring artwork that mirrors the on trade BALAD design. For every Chalice sold through Amazon for £8.99, Stella Artois will help Water.org provide five years of clean water for one person in the developing world.
Jess Markowski, Head of Trade Marketing said:“Not only is water essential to the beer we brew, it is also essential to the lives we live, and currently there are 663 million people in the developing world without sufficient access. Through our partnership with Water.org, we are leveraging the reach of our global brand footprint to raise awareness and are inviting consumers and our customers to join us in our mission to end the global water crisis. This year’s campaign has grown, both with wider market participation and new consumer touch points, to help make it easier for our customers and their consumers to leave their mark and make an impactful contribution. Our new trade activities will further increase the campaign’s reach and scale while engaging consumers where they are already interacting with the brand in their daily lives. We’re excited to see the results that this year’s increased commitment will bring.”
The campaign is also supported with a full 360 marketing campaign featuring influencer activity, emotive imagery and videos that demonstrate the positive impact the campaign has had on communities to date. 60” cinema advertising will air for 5 ½ weeks and a 30” TVC will also air for 4 weeks from 20th February - demonstrating how the purchase of every limited edition Stella Artois bottle pack can change a woman and her family’s future in the developing world, intercut with vox-pops from campaign spokespeople and Water.org co-founder, Matt Damon.
ENDS
To learn more about the campaign, visit www.buyaladyadrink.com/
* Stella Artois will donate £0.47 to Water.org from every pack purchased
