Stella Artois sales defy slump 'thanks to ads'

LONDON - Anheuser-Busch InBev has attributed the new creative strategy in ad campaigns for Stella Artois as one of the main reasons why the brand saw a 6.6 per cent increase in sales in the second quarter of 2009.

Stella Artois...Mother ads credited for sales rise
Stella Artois...Mother ads credited for sales rise

New TV work, created by Mother, features the comical exploits of a smooth Frenchman living on the French Riviera.

In one ad, the protagonist steals a good-looking blonde woman from the car of a rich old man.

The company said the spots have helped the brand acheive sales that are well ahead of the wider market, which has experienced a sharp decline this year.

Overall, AB InBev, the world's largest brewer, reported a 3.4 per cent second-quarter decline in sales, an improvement on the 4.8 per cent fall that it experienced in the first quarter of the year.