Interbrew’s ‘reassuringly expensive’ Stella Artois brand will be zooming in on its association with film for 2005 with a summer of cinematic promotional activity ready to be rolled out.
Stella’s latest marketing activity will feature its ‘Live Film’ promotion, which offers consumers £20m worth of prizes including classic films on DVD, and the chance for 10 couples (five from each of the off and on-trade) to see the 1962 film The Birdman of Alcatraz in the real Alcatraz as part of a week’s holiday to San Francisco.
Vijay Bhardwaj, marketing manager for Stalla Artois, said: “The scale of the Live Film promotion, and the level of support behind it, means it will be a truly memorable summer for retailers and Stella Artois drinkers. The top prize is a truly ‘money can’t buy’ experience, which we’re confident will capture the imagination of film enthusiasts across the UK.”
Promotions for the off-trade prizes will be located under ring pulls and bottle tops in retailers nationwide from the end of April, while on-trade consumers will be able to check their beer mats.
Live Film, which will be supported by press advertising, captures Stella’s 10-year relationship with film, and for 2005 it will continue to sponsor cult Channel Four films and outdoor film screenings as well as its new After Dark film and music events.
The brand will also capture TV and cinema audiences with two new ads, to be screened from May 9, featuring its iconic strapline and French association.