‘Reassuringly expensive’. The baseline is hardwired to Stella Artois and must rank one of the most memorable slogans of all time. But according to industry insiders, the brand has steadily lost its past glory – it has gone from being a product with a certain degree of class to one associated with football thugs.
But that’s not the primary reason behind the beer brand’s parent company InBev parting ways with Lowe, after 26 years of association. It follows InBev’s decision to hand the launch brief for its new 4 per cent variant to another agency, Mother. InBev has called for a global pitch for Stella but Lowe has refused to pitch.
Now, how many agencies can take that kind of a stand with a large client? It must rankle Lowe to be pitch for a piece of business on which they created legendary advertising. There were many epic spots, often using black & white footage and World War as the setting.
Some of the other classic Stella ads are here. Of late, a major portion of the brand’s ad spend has shifted online.
In today’s advertising world, there are very few classic client-agency relationships that span decades. It is sad to see one such relationship break up. Here’s to all the great work done by Lowe on Stella Artois.