The launch of Stella Artois 4% was an opportunity to address some of the negative user imagery surrounding the brand by creating a new definition of the Stella Artois drinker. It was therefore necessary to move away from the classic ‘rural village’ setting of past Stella ads and create a new brand world for this new drinker to occupy. The 1960s French Riviera, with its smooth characters and escapades, was chosen as the perfect home for the smoothest 4% lager, and cleverly retained the brand’s association with European film whilst updating it for a modern audience. The 60s Riviera spot - ‘Tunnel’ – is a part of a campaign that has not only smashed all launch targets for Stella Artois 4%, but has made being a Stella Artois drinker aspirational again.