Stella Artois Enables ‘Misplacement’ Of Its Glasses After Noticing So Many Gone
Image courtesy of DAVID New York
Have you ever walked out of a bar with a Stella Artois glass in your hand? It’s a more common occurrence than you might think, actually. Thousands of these stemmed chalices vanish from pubs every year, and instead of cracking down, Stella Artois is embracing the phenomenon.
For the brand, these disappearing acts are a sign of affection—proof of the enduring appeal of its signature drinkware. In a previous campaign, it even winked at the “borrowing” by creating Steal Artois clothing with secret pockets designed to discreetly liberate the glasses.
Image courtesy of DAVID New York
Stella Artois’s latest initiative, Missing Chalices by DAVID New York, takes this lighthearted approach a step further. Clinking out of the box, print advertisements and a film playfully showcase the chalices finding new lives in people’s homes, a humorous acknowledgment of a not-so-honest habit.
Image courtesy of DAVID New York
Image courtesy of DAVID New York
The activation also features radio spots inspired by heist movies, complete with dramatic music and whispered conversations planning “chalet thefts.”
Andre Toledo, CCO at DAVID New York, says the team wanted to celebrate the value of Stella Artois “and put its Chalice in the spotlight with real consumer behavior that will resonate globally.”
[via DAVID New York, images courtesy]
