We came up with an idea, delivering Stella Artois dedication to film through limited edition packaging. We have put a whole movie on the cans.

Due to the fact that we had no budget to show our commercial and tell people to buy our product, we challenged ourselves to create such a product that tells people to buy our product if they want to see the commercial. In consequence of advertising ban and/or zero budget on activations we’ve found the only communication channel available and free - product packaging.

So, we decided to use a series of cans standing in a row on a shelf at sales point as a sequence of illustrations telling the story. Four cans became four episodes of the movie.

Thinking about what our short movie should be we decided to use the most recognisable topic – a love story, with all the necessary obstacles the hero in love should overcome for his beautiful Lady.

We couldn’t confine only with cans design. The story has received continuation on the websites. URLs were places on each can in the content of the story. Websites were filled with additional content behind every hero of our story - their background.

We managed not only to stop the negative trend of sales decrease, but also to increase the share.

The share of Stella in super premium segment has increased by 20% compared to the previous period.

In just 2 months of the campaign we have received the increase in all image KPIs:

Is a brand for connoisseurs - increased by 12% from 73,5% to 82,3%.

Is an exquisite brand – increased by 33% from 61,8% to 82,3%

Is for people who want to indulge or reward themselves – increased by 20% from 69,6% to 83,3%

Is a successful international brand – increased by 15% from 60,8% to 69,8%

Associating with movies – increased by 57% from 24,5% to 38,5%