The Brazilian beer market is undergoing a significant shift, with consumers seeking healthier habits without compromising on flavor. While beer remains the most consumed beverage in the country, there is a growing demand for smarter and more balanced options. That's why Stella Artois introduced a new product to their portfolio, highlighting a specific competitive advantage: a 17% reduction in calories without any compromise on taste compared to the original Stella.

In order to launch Pure Gold in the Brazilian market, the brand needed to establish an emotional connection with the consumer, reflecting Stella's premium positioning and personality, while keeping the "less calories" message clear.

The Stella Pure Gold launch campaign was swiftly and robustly executed over a three-week flight, resulting in a significant reach of 590 million impacts across all selected locations.

To showcase the magnitude of these numbers from another perspective: 80,000 million impacts in a single day, in a single location - Belo Horizonte, Minas Gerais.

Combined with other elements of the 360-degree campaign, such as its creative and innovative aspect, the campaign exceeded established objectives, solidifying Stella Artois as a premium choice and highlighting the product benefits. Print played a an important role in launching the product with style and refinement, conveying sophistication, authenticity, and innovation while reaching a wide audience.