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Coupons

Published/Aired: 
July 2006
Description: 

Stella Artois is all about quality. And promotions are usually about price. When these two contradicting thoughts were put together, the answer is almost too obvious: "pay more" coupons from Stella Artois. Authentic-looking Stella Artois coupons were run in cheap neighbourhood discount newspapers. But with one difference: the Stella Artois coupon is the only one offering the consumer to pay "more" instead of "less." Because Stella Artois is worth it.

Advertising Agency: LOWE, New York, USA
Art Director, VP Creative Supervisor: Raj Kamble
Copywriter, Senior Copywriter: Anselmo Ramos
Executive Creative Director: Peter Rosch, John Hobbs
Chairman, Chief Creative Officer: Mark Wnek

Comments (7)

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Highest Rated

dynatop's picture
dynatop
Activity Score 212

should miss the target at all.
i don't think a male Stella Artois drinker will have interest in coupons on newspapers.

Mabakima's picture
Mabakima
Activity Score 84

Its simplicity is its brilliance. How clever.

bknowlden's picture
bknowlden
Activity Score 3647

These are some of my favorite this year as far as the idea. But this misses the target audience by much further than a mile. If I am reading a local pub for a ten cent discount on milk, would I care about Stella Artois?

Still, an absolute gem.
--
brandon

Mo's picture
Mo
Activity Score 648

These ads are great and they don't miss the target.

bknowlden's picture
bknowlden
Activity Score 3647

I was unaware that Stella's core clientelle is the coupon clippers... If I am incorrect, please help me understand?
--
brandon

MADE in the USA's picture
MADE in the USA
Activity Score 434

There is nothing new about selling the ‘idea’ of paying more because the product is worth it.
One of the oldest tricks in the book, if you will.

Good idea although I don’t believe the execution will produce the saturation desired.

<<>><<

Mo's picture
Mo
Activity Score 648

Stella always has this attitude. They always say their beer is expensive...it's worth it.
To me, this coupon thing is really great. I love it. :-)

dynatop's picture
dynatop
Activity Score 212

should miss the target at all.
i don't think a male Stella Artois drinker will have interest in coupons on newspapers.

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