Stella Artois 4% was aimed at a younger, more mainstream audience than previously. It was therefore necessary to move from the ‘rural village’ setting of past ads to a new world that would appeal to these drinkers. The 60s French Riviera, with its smooth characters, was perfect for the smooth 4% lager, retaining the brand’s association with European film while updating it for a modern audience. It became the setting for hand painted posters, period smooth escapade ads and the smooth originals web films – 60s European films Hollywood have since copied. ‘La Nouvelle Smooth 4%’ campaign smashed all launch targets and turned a product benefit– smoothness – into a new brand world.
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