The Allets Siotra campaign draws from a rich historical insight that women were once central to the brewing industry but were marginalized through witchcraft accusations to usurp their profitable businesses. This initiative aims to educate the public about women’s pivotal roles in brewing history, correct misconceptions, and celebrate Stella Artois's long-standing heritage, including its leadership by Isabella Artois in the 18th century. By using the voice-activated spell "Allets Siotra'' to trigger a narrative video, the campaign connects these historical narratives with modern technology, engaging consumers and honoring the brand's deep-rooted legacy.

Consumers discovered Stella Artois bottles labeled with "Allets Siotra" instead of the usual brand logo, accompanied by instructions to recite the phrase into their phones three times. This voice-activated interaction unlocked a video narrated by Isabella Artois, the first woman to lead the brand in the 18th century. The video, styled after the artwork of Pieter Brueghel—who first depicted witches visually—unveiled the history of women in the brewing industry. It illustrated how, historically, women brewers were recognizable by their pointy hats and used brooms to signal when beer was ready, cats to protect their grains, and cauldrons to brew beer. As their brewing businesses flourished, they faced accusations of witchcraft from those who sought to oust them, effectively pushing them out of the industry. The campaign aimed to shed light on this obscured history, celebrating the resilience and reemergence of women in brewing.

Established in 1366, the brand proudly honors its rich heritage. And a part of that heritage which Stella takes a lot of pride in is its groundbreaking leadership by Isabella Artois, the first female CEO of the company who took the position in the 18th century. This legacy inspired the brand to spotlight the overlooked story of the Ale Wives—women like Isabella who pursued excellence in brewing. The brand aimed to celebrate these pioneering women and their contributions to the industry, while also educating its consumers on the critical role women play in the beer industry.

The campaign unfolded across digital channels, featuring special Stella Artois bottles branded with the spell "Allets Siotra" instead of the usual logo. Instructions prompted users to recite the spell three times into their phones, activating a video that revealed the history of women in brewing. Styled in the manner of Pieter Brueghel, who first visualized witches in art, the video highlighted how women brewers, identifiable by their pointy hats and brooms, were falsely accused of witchcraft as their businesses thrived, pushing them out of the industry. This initiative, amplified by digital billboards and influencers, aimed to illuminate this overlooked history and celebrate the resilience of women brewers.

The Allets Siotra campaign achieved remarkable success in making the real story of witches known. Garnering more than 11 million impressions and significantly boosting site traffic by 1.4 million visits. Engagement soared with an increase of over 1.2 million interactions, complemented by 117 of media coverage, generating more than 7M in earned media.