Stella Artois is all about quality. And promotions are usually about price. When we put these two contradicting thoughts together, the answer was almost too obvious: “pay more” coupons from Stella Artois. So we decided to run authentic-looking Stella Artois coupons in cheap neighbourhood discount newspapers. But with one difference: the Stella Artois coupon is the only one offering the consumer to pay “more” instead of “less.” Because Stella Artois is worth it.

The result was exactly the expected: while no one could actually redeem the coupons, everybody understood what the brand stands for: Reassuringly Expensive. The consumers reacted with a mix of surprise and disbelief, followed by smiles on their faces. It was refreshing for them to see a brand that strongly believes inquality amongst all the others just cutting off prices. The client thought was a brilliant promotion idea, perfect to execute a brand message with a tiny budget.