We took something our drinkers understood, and subverted it into something very different. Our iconic drinking chalice is just a pretty glass in our drinker's eyes. It looked good, but that was it.

So we turned our chalice into a donation mechanic. Creating limited edition versions of the chalice painted by artists impacted by water poverty and sold them: 1 chalice = 5 years of clean water.

We launched the campaign in the US market during the Q1-2015 as an earned media opportunity. Due to the campaign's success, the fully integrated campaign from TV and trade was created for the US in 2016 which ran from January to April, and also ran in Argentina. In 2017, the campaign has gone global, supported by 8 countries, each one driving purchase of our chalices, and each one going one step further to ending the world water crisis.

In 2015 and 2016, nearly half a million years of clean water has been donated to women in the developing world. That's nearly 100,00 chalices.

In 2017, this figure will grow hugely as the campaign is supported across all markets. Stella Artois has now made a commitment to lifting 3.5M people out of water poverty by 2020 through the campaign. And it has put the global water crisis of the front pages across the globe.