Stella Artois is one of the most consumed beers in Argentina among the Premium segment. Unfortunately, in light of the massive expansion of craft breweries, its share has been decreasing and reports show that one of the main reasons is the Brand’s lack of innovation. People began to perceive it as stuck in time. Because their recipe is inalterable, and they only have two variants (Lager and Noir), the Brand decided to be innovative with their , launching a 355cc can renamed Petit Artois, perfect for times of economic crises like the one Argentina is going through, when consumers lean towards small servings. It’s the first of its kind in Argentina.

Stella Artois is intimately linked to a European lifestyle and the ritual of stopping at a bar on the way home. The 355cc slim can – AKA Petit Artois – is the equivalent of a small glass of beer, and has been especially designed for an on-the-go serving. That’s why we decided to set up a special setting that would fit the product: the world’s narrowest bar. A bar that sits a single guest at a time, and they’re all just passing by.

The first place where you could purchase a Petit Artois was at the Petit Bar, which opened its doors specifically for the occasion in the most exclusive bar area in Buenos Aires before being toured around the country. On opening night, we invited Argentina’s most relevant influencers to participate only instead of offering them VIP service, we made them wait outside on the sidewalk. That’s how we got them to share truly unique unusual content on their channels. The news spread so quickly on social media, it wasn’t long before it got the media’s attention.

The Petit Bar was set up in the most exclusive bar area in Buenos Aires. With a width of just 83 cm., there’s just enough room inside for the bartender and a single guest at a time. The only drink they served was Petit Artois. There was a huge tiny party for its debut, where 99% of the guests had to remain outside. It was open day and night for two months in Buenos Aires before it went on tour to 10 cities throughout the country at tiny venues that were also 83 cm. wide. The bar has the same official licenses to serve alcohol and the same certificate of occupancy as any full-scale bar.

Top#3 most Instagrammed locations by target

85% positive sentiment

25,280,112 impressions

8,398,106 MM unique contacts

+6000 people served and counting (one at a time)

Can sales volume increased +351% (vs previous month)

Stella Artois total sales volume increased +45% (vs previous month)