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Stella Artois: Buy A Lady A Drink


663 million people around the world live without access to clean water, and in most cases this burden is filled by women who spend up as many as 6 hours each day to collect water. So Stella Artois has partnered with water.org and National Geographic for their "Buy A Lady A Drink" campaign. They are selling limited edition chalices that each represent a country in need of more clean water, and for each chalice sold they are donating 5 years of clean water for one person. I first came across this campaign when I saw the banner ad (pictured right) while surfing the web. The animation drew my attention, and it also had an interactive quiz that asks you to guess how many people lack clean water. I am a sucker for cause driven campaigns but this was an interesting match between these three brands and it seems to be running quite well.

Strengths: The campaign is a great synthesis of a social cause and a brand that can promote itself while building the cause.

Weaknesses: Some may never stop to notice the message of this ad.

Target: Professionals, Wealthy, Quality driven

Insights:

1. 663 million people suffer from a lack of water, while we can choose from 1000s of beers or any drink

2. The lack of water is a major challenge to developing countries, as countless hours are spent in pursuit of water rather than other dreams

Purpose: Impacting Society — fighting the lack of clean water around the world

Positioning: The premium import for a discerning wealthy crowd

Personality: Sophisticated, Compassionate, Sensitive


 MANIFeST: 

I started this blog to detail my experience in the M-School​. Posts will include reflections from class sessions and Ad Agency site visits as well as weekly Ad finds with an accompanying analysis.  

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