Cannes Lions
AB INBEV, Toronto / STELLA ARTOIS / 2024
Overview
Entries
Credits
Background
Inspired by years of Stella Artois connecting people around the dinner table, our mission
was to help Canadians reclaim their dining space. How? By creating a multifunctional
table that transforms from work mode to dinner mode. Its design helps to reimagine
small spaces, delivering functionality for condo living, a mission that many furniture
companies under deliver on.
In 6 months, we designed a consumer-focused product, found a manufacturing partner
with shared values, and had it in market ready to ship to the masses. Our product
provided true value and we were able to establish a competitive edge by offering
technological innovation in a new category, even at our premium price of $2199 CAD.
Idea
Working from home has become a reality for nearly 76% of office workers. Alongside the rise of
small-space condo living, this has forced many to transform their dining room tables into office
desks. The result? Constant work reminders, making it impossible to disconnect at 5 pm to enjoy
a meal with the people that matter.
Stella Artois is a brand that empowers people to savour life together around the table. So, with
the dinner table under siege, we went beyond our liquid to create an innovative solution to
change the way people live.
Introducing, The Savouring Table: a one-of-a-kind multifunctional piece that easily transforms
from a desk into a six-seating dining table. With its hydraulic flip-top mechanism, it allows for a
seamless transition from work mode to dinner mode, all while combining a variety of features to
enhance your 9-5 and 5-9.
Strategy
Table Sales: Sold out in the first 2 weeks. Generated $4.7M in sales and counting, and have garnered 83M impressions and counting.
Incrementality:
• Stella Artois entered a new category, broadening the Mother brand reach, while elevating the Stella Artois consumption experience.
• Extended into North America in 2024 and is now a staple piece in the Transformer Table’s product portfolio.
• Evergreen partnership with a profitable cost model and ongoing brand salience at no incremental partnership or marketing costs to Stella Artois.
Grew Stella Artois’ Beer Market Share: +0.07 Q4 vs. SPLY
Grew Brand Love in Canada’s largest city, Toronto: +5.62 pt Q4 vs. Q3
Execution
The Savouring Table is a one-of-a-kind multifunctional piece that transforms from
a desk into a six-seating dining table. Our hydraulic flip-top mechanism allows for a
seamless transition from work mode to dinner mode.
But we didn’t stop there.
We combined a variety of features to enhance both your 9-5 and 5-9. The ergonomic 9-
5 set-up includes integrated docking stations (6 USB ports and 8 electrical outlets), 4
monitor brackets, and a portable Bluetooth speaker. For your 5-9, disconnect with one
swift movement and use the integrated bottle opener to start your dinner with a Stella
Artois.
To ensure we truly deliver on small space functionality, The Savouring Table offers
modularity so you can split the full-size table into 2 units that can be
reconfigured to fit your space.
Finally, to drive appeal with the 25-45 urbanite we designed the table true to our
premium brand identity. The table has a solid oak veneer finish to protect
against heat, stains, and scratches. Topped off with golden steel accents, including a
subtle integration of our Stella Artois star.
The Savouring Table is now a staple within Transformer Table’s product offering and is
available to purchase on Transformer Table’s e-retail platform: https://ca.transformertable.com/pages/stella-landing-page
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