Lowe creates Stella Artois glass campaign

Stella Artois is extending its "reassuringly expensive strategy into a new campaign promoting special edition glasses bearing the lager's name.

Lowe has produced the print initiative in support of the offer, which is designed to drive the brand's take-home sales.

The full-page colour ads breaking in the Sunday colour supplements this weekend, have adapted the "expensive idea with tongue-in-cheek executions offering a "reader's guide to distinguishing genuine Stella Artois glasses from forgeries.

The glass comes free with a purchase of six 330ml bottles for six weeks during the summer. It also boasts features designed to create the perfect pint, including thick glass to keep the lager cold and curved to allow an easy grip.

Karen Waring, the marketing manager for Stella Artois at Interbrew UK, said: "The glass has been used in selected licensed premises for more than a year now, but this is the first time it has been available to the general public. The glass looks stunning in the ads and we're sure it will further enhance the experience of drinking Stella Artois at home."

Each ad features a "genuine glass next to a "fake". One suggests that the genuine article "resonates in the key of C when a finger is run around its rim while the forgery "drones in the key of D flat". They were written and art directed by Sarah Naughton and Alastair Ross. Media is being planned and booked by Starcom Motive.

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