The launch of Stella Artois 4% was an opportunity to address some of the negative user imagery surrounding the brand by creating a new definition of the Stella Artois drinker. It was therefore necessary to move away from the classic ‘rural village’ setting of past Stella campaigns and create a new brand world for this new drinker to occupy. The 60s French Riviera, with its smooth characters and escapades, was chosen as the perfect home for the smoothest four per cent lager. It cleverly retained the brand’s association with European film while updating it for a modern audience. The first 60s Riviera spot, ‘Triple Filter Fall’ marked the start of the campaign.
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