To support the launch of Stella Artois’ new cider, Cidre, we created a public service style announcement from the fictional ‘Le President’ of Stella Artois who is forced to come on television, to clear up the differences between ‘cidre’ and ‘cider.’ To emphasize the importance of the announcement and to mimic 60s’ television, we road-blocked national television, buying key spots in shared-viewing programs in the first 2 weeks of the campaign.