Interbrew is pumping £1m into the first round of advertising behind its five litre Stella Artois Draught Barrel.
A press campaign will focus on glossy magazines over the next five months. Four creatives feature expensive food items “wantonly discarded” from the fridge with the strapline ‘The new Stella Artois barrel. Make room in your fridge’.
A second ad shows a Draught Barrel chilling in the fridge with the message: ‘Fresh for 28 days after opening.’ The ads break next month. A TV commercial is set to air next year.