Peetermen 4% '4%' by Lowe London

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Inbev is promoting its 4% ABV lager Peeterman Artois to a young adult audience, with a modern art style poster campaign by Lowe London. Two executions show a glass of Peeterman and the word Artois, which is stencilled in one and painted in the other. Within the word Artois, the symbol '4%' has been disguised. Peeterman Artois, the third lager in Inbev's Brasserie Artois range, is a clear-filtered wheat lager with subtle notes of coriander. It is named after St Peeter, the patron Saint of Leuven, where it was first registered in 1794, and where the locals are still known as Peetermen.

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Released: 29 November 2006

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Credits

Project name
Stella Artois Peeterman 4%
Client
Lee Rolston, marketing manager for Stella Artois at Inbev UK
Brief
To relaunch Peeterman Artois, one of the three Brasserie Artois brands
Creative agency
Lowe London
Creative team
Peter Reid, Carl Broadhurst, Simon Morris and Patrick McClelland
Illustrators/typographer
Dave Towers
Planner
Helen Bichard
Media agency
Starcom Motive
Exposure
UK outdoor

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