Stella Artois Creates Clothing Collection To Help Steal Its Drinking Glasses
Image via VML
Stella Artois raises a glass to the art of sleight of hand—but try not to make it a habit! The beer brand has brewed up a fashion capsule that turns the tables on the age-old tradition of “accidentally” walking out of a bar with a new chalice in hand. Recognizing the irresistible charm of its iconic glasses, it’s decided to lean into a sly solution that’s also fashion-forward.
Steal Artois, the name of this cheeky line, was crafted by WPP agencies VML Chile and David New York, and it’s designed with one purpose: to facilitate the discreet acquisition of Stella Artois drinkware from your favorite watering hole. While the brand stops short of outright endorsing the act of pilfering, it winks at the practice by acknowledging just how much its fans covet these glasses.
Image via VML
The five-piece collection boasts modified apparel ranging from jackets and jeans with inconspicuous pockets to vests with slits at the back, and even reversible bucket hats that double as bucket bags.
Video screenshot via VML
The initiative springs from the simple truth that patrons often feel compelled to smuggle a glass home as a token of their affection for the brand. According to Camila Plass, marketing manager at AB InBev, this behavior, though mostly frowned upon and inconvenient for bars, is ultimately a compliment to the chalice’s design and the brand’s appeal, which pours out into homes.
Video screenshot via VML
Video screenshot via VML
“At Stella Artois, we are innate admirers of beauty, and as such, we are aware that the beauty of our chalice has made it an iconic object of desire,” Plass shares. “This campaign is a tribute to everyone who can discern and enjoy the beautiful things in life.”
Video screenshot via VML
Those intrigued by the prospect of owning a piece of this exclusive apparel can visit the selection’s dedicated website, StealArtois.com, for a chance to swipe their own cup-concealing garment.
[via Contagious and Ad Age, video and images via VML]
