Cause Media Opps: Stella Artois launches initiative with Water.org
Update: Stella Artois just launched an NFT collection, The Drop Artois. Developed in partnership with Water.org, the initiative raises awareness of the 2b+ people living without access to safe water. Proceeds raised will support Water.org's fight to provide people in the developing world with access to safe water. The brand may invest in similar causes in the future.
For now, Stella is targeting male sports enthusiasts via TV, digital, paid social, OTT, radio, OOH, print and local broadcst. Its TV commercials are in both English and Spanish. Sellers should read more details regarding the brand's recent spend in the article below.
Agency & martech readers - Parent company AB InBev just named Publicis as media AOR (more here), so you might still have a chance of securing creative and/or digital analytics work. Stella itself works with creative AOR Mother NY and AOR Epsilon.
The article below was originally published on February 14:
Stella Artois recently debuted two ads in which former NFL stars Eli Manning, Dan Marino and Ryan Clark surprise people at their places of work by taking over their shifts so they can go enjoy the Super Bowl with their families. Mother was behind the spots, which are part of a larger "Make Time for the Life Artois" campaign.
In 2021, iSpot reports the brand spent approximately $7.4m on national TV commercials, only around half of the approximately $15.5m it spent in 2020. Stella's 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, Diners, Drive-Ins and Dives, PGA Tour Golf, NASCAR Cup Series and La Rosa de Guadalupe.
According to Pathmatics, Stella allocated roughly $12.4m toward digital ads last year, up 68% from the roughly $7.4m it allocated in 2020. In 2021, the brand earned ~1b digital impressions via YouTube (50%), Instagram (31%), Facebook (17%), Twitter (2%) and desktop display (1%) ads.
Additionally, Magellan shows Stella has aired two podcast ads within the past 12 months.
The brand tends to target men, particularly male sports enthusiasts. The increase in its digital spend, along with its reliance on YouTube and paid social channels, leads me to believe Stella is particularly targeting Gen-Z men. Remember, its TV commercials target both English- and Spanish-speaking audiences. I've also noticed OTT ads for this brand. Per Kantar data, it additionally utilizes radio, OOH, print and local broadcast. It holds planning conversations in Q1 and buying conversations in Q4. Sellers should get in touch soon to secure some of these increasing digital ad dollars.
Agency & martech readers - We have not yet heard of a conclusion to the media review that parent company AB InBev kicked off late last year, so get in touch if you haven't yet done so and can offer relevant services. Once the review concludes, we could see additional ones. The company tapped CMO Benoit Garbe in September 2021 and US data AOR Epsilon in February 2021. Epsilon handles data and audience strategy and management. Mother, the agency behind this new campaign, is Stella's creative AOR. View AB InBev's full roster here.
