Stella Artois is looking to help drinkers get into the Christmas spirit with limited-edition festive packaging.
The packs go on sale from November across the off-trade and will be supported with Christmas-themed TV advertising, social and digital media activity – and a free Christmas album download.
A new can design will carry a message claiming that Stella was originally crafted for Christmas and is named after the Christmas star. The message will feature on limited-edition packs of both Stella Artois and Stella Artois 4%.
“Stella Artois is the quintessential Christmas beer and this year’s eye-catching festive packaging truly captures the spirit of the celebratory season,” said Stella Artois Western European marketing director James Watson.
Stella’s ‘Ice Lounge’ TV advertising campaign will break on Monday with 30 and 40-second spots running until 26 December. Social and digital media activity will link to the free download, ‘Under the Christmas Star’ – an eight-track album of seasonal favourites re-imagined as a 60s jazz LP.