London – 22nd May 2013 – Stella Artois Cidre has unveiled its latest advertising campaign, The Simple Life, by critically acclaimed director Wim Wenders and Oscar winning Cinematographer Anthony Dod Mantle. The new creative focuses on the quality and craftsmanship behind Stella Artois Cidre, the most premium and sophisticated cider in the market1. The visually stunning experience brings to life Stella Artois Cidre’s Belgian provenance, through the aspirational depiction of Le President’s stylish lifestyle at home and in the orchards.
The Simple Life combines the stylish cinematography and witty script that Stella Artois Cidre adverts have become renowned for. Reintroducing Le President, the TV spot celebrates his love for the finer things in life, including Stella Artois Cidre, the number one premium apple and pear cider in the off trade 2.
Set against the backdrop of a fabulous chateau, the ad begins as the sharply dressed Le President approaches his exquisite home draped in a golden sunset. On arrival at the chateau, Le President gestures towards an orchard, where stylish men and women hand pick apples from the trees. Having carefully selected which apples make the grade, Le President leaves the orchard, transporting a trailer full of delicious hand-picked apples attached to the back of his classic car. He arrives at the humblest of barns, which then reveals a sophisticated continental bar. With rows of Chalices glistening, Le President accepts a Chalice of Stella Artois Cidre from one of the orchard fruit pickers, and the advert draws to a close with Le President enjoying his first refreshing sip.
Andy Logan, marketing manager at Stella Artois Cidre, commented: “We are delighted to have been able to work with Wim Wenders to produce an advert which again reminds consumers that Stella Artois Cidre is the most sophisticated cider; carefully crafted and presented like no others.”
A thirty and forty second slot will appear across television spots until August, with a sixty second spot to be showcased in leading cinemas including Odeon, VUE, Cineworld and Picturehouse.
1. Most premium and sophisticated cider in the market (Ipsos April ‘13)
2. Number one premium apple and pear cider in the off trade (value sales, Nielsen April ‘13)
For more information and images, please contact:
Paul McNicholl / Emily Smyth
Tel: 0207 632 4800
Email: [email protected]
Notes to Editors:
Stella Artois Cidre is made from a minimum of 70% hand-picked apples.
Wim Wenders, director of Stella Artois Cidre’s latest campaign, The Simple Life, has previously been awarded the prestigious Golden Lion and Palme d’Or accolades.
Ana Balarin – Creative Director
Hermeti Balarin – Creative Director
Alex Mavor – Creative
Nick Grabb – Managing Director/Exec Producer
Agency: Mother London
About AB InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a majority equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser‑Busch InBev leverages the collective strengths of its approximately 118 000 employees based in 23 countries worldwide. In 2012, AB InBev realized 39.8 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.