Among our key audience, affluent and tech-forward 25-34 year olds, we were losing credibility and affinity. However, research revealed that within this segment, awareness of Stella Artois’ chalice drove higher perceptions of quality and brand affinity. By creating a campaign that could elevate the chalice, we would in turn be able to address the quality-driving need of the brand.

We began by asking ourselves, what other senses could this beautiful glass appeal to? Sound became the opportunity. So we turned to Andy Cavatorta, a graduate of MIT’s Media Lab most famous for the instruments he created for Bjork’s Biophilia tour. For six months, Andy and his team took on the challenge and created four instruments; The Hive, The Star Harp, Violina and Pyrophone, that became the foundation of our Chalice Symphony. To bring the instruments to life, we collaborated with indie rock band, Cold War Kids to create a song to be distributed in video and for stream/download.

The campaign connected with our key target in markets around the globe. The campaign was covered in target-resonant publications including Esquire, Huffington Post and CoolHunting. In the month since launch, the campaign has achieved over 20,000 song downloads and 3,000,000 YouTube views. Additionally, social tracking revealed a positive lift in social engagement and sentiment since campaign launch.