InBev is putting yet more marketing muscle behind its Stella Artois 4% variant following last month's launch of a print and poster campaign.

Continuing with the French Riviera theme, a new TV advertisement, shot entirely in French and in the style of 1960s French cinema, hit screens this week.

"The TV commercial pays homage to the Continental heritage and quality credentials of the brand," said marketing director Andreas Hilger. "This era captures the wry sense of humour and strong cinematic look that has always been part of the brand."

With the strapline 'triple filtered for a smooth outcome', the commercial will run until the end of December in a bid to boost sales over the crucial Christmas period.

Stella Artois 4% was launched in July. Last month InBev denied reports it was planning to add an over 5% abv variant to the range.