In 2005 Lowe Roche sought to develop Stella Artois further with cinema, outdoor, TV, and print highlighting the beer's rich history and Belgian credentials. It took advantage of unique promotions such as the international Stella Artois Draught Master competition.
A special booklet was inserted into city magazines across the country and Stella tied into the Toronto International Film Festival again this year, featuring work specially developed for the event. The results? By the end of August 2005, Stella Artois was up 38% for the year to date. And incidentally, the agency contributed the most creative to the global pool than any other Lowe office.
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