Stella Artois Cidre ads to be controlled by sunshine

The ads show chilled Stella Artois Cidre under a tree

AB InBev is taking no chances with the British weather this summer and is launching a digital weather-activated advertising push for Stella Artois Cidre.

The ads, which depict chilled Cidre under a blossoming tree, will only be shown when the weather is fine.

The system uses a real-time weather data plug-in and is connected to screens across the country. It was developed with Posterscope and Liveposter.