This under-the-radar campaign managed to catch consumers off-guard, at a moment when they’re only thinking about saving money and the last thing on their minds is quality. By making fun of the medium itself, we made a point that it’s okay to pay a little more for Stella Artois.

The result was exactly as expected: no one actually used the coupons. But everybody understood what the brand stands for: Reassuringly Expensive. The client thought was a brilliant media placement idea, perfect to execute a brand message with a tiny budget.