Stella Artois Essay
Stella Artois
BA 330, Grantham University
Abstract
Stella Artois was a beer brand who in 2006 received a reputation to being known as “a wife beater brand” due to domestic violence cases involving the brand. To turn this perception around the company begin emphasizing the history and values of the Artois brewery. To help with communication they created an online experience for the consumer, with short films, interactive film and gaming as well as 3D gaming. This allows the visitors to be introduced to the origins and heritage of Stella Artois and help erase the negative associations.
What are the communication benefits of building a “brand narrative” in the way Stella Artois has?
Do you think this is the best way to improve dialogue with the target audience?
Stella Artois
There are many communication benefits of building a ‘brand narrative’ in the way Stella Artois has. In this day and age consumers have become more engaged and are much more in control of receiving and interpreting brand messages. As a result companies must be able to grow and adapt to their target audience, and Stella Artois decided to do just that.
Individual Brand Congruity …show more content…
They decide to “distance the brand from its ‘lager lout’ image and shifting people’s perceptions of premium quality.” (Smith, 2010) The company decide to go back to its roots, by branding the origin of the Artois brewery which was established in 1366. They also used a feminine aspect to branch away from the rough masculine wife beater persona with the Artois-branded ‘feminine’ stemmed chalice glasses. Individual brand congruity is when “essence and core value of the brand resonate with the memories and emotional connections of the audience” (Smith, 2010) and with the brand narrative of the Artois Heritage the company established just
BA 330, Grantham University
Abstract
Stella Artois was a beer brand who in 2006 received a reputation to being known as “a wife beater brand” due to domestic violence cases involving the brand. To turn this perception around the company begin emphasizing the history and values of the Artois brewery. To help with communication they created an online experience for the consumer, with short films, interactive film and gaming as well as 3D gaming. This allows the visitors to be introduced to the origins and heritage of Stella Artois and help erase the negative associations.
What are the communication benefits of building a “brand narrative” in the way Stella Artois has?
Do you think this is the best way to improve dialogue with the target audience?
Stella Artois
There are many communication benefits of building a ‘brand narrative’ in the way Stella Artois has. In this day and age consumers have become more engaged and are much more in control of receiving and interpreting brand messages. As a result companies must be able to grow and adapt to their target audience, and Stella Artois decided to do just that.
Individual Brand Congruity …show more content…
They decide to “distance the brand from its ‘lager lout’ image and shifting people’s perceptions of premium quality.” (Smith, 2010) The company decide to go back to its roots, by branding the origin of the Artois brewery which was established in 1366. They also used a feminine aspect to branch away from the rough masculine wife beater persona with the Artois-branded ‘feminine’ stemmed chalice glasses. Individual brand congruity is when “essence and core value of the brand resonate with the memories and emotional connections of the audience” (Smith, 2010) and with the brand narrative of the Artois Heritage the company established just