Case Studies - Stella 4% Sales Promo

Client: Inbev

Campaign: Make It A Pint, Sales Promotion

Brief:

To execute a sales promotion/direct product sales campaign, with promotional staff presenting Stella 4% to consumers within selected pubs, bars and nightclubs across the UK to increase sales for Stella Artois (4%).

Campaign Description:

• High calibre promotions staff worked as Brand Ambassadors for Stella Artois 4% and offered all customers within each venue the opportunity to try Stella Artois 4% by purchasing a pint for the cost of a half.
• The Brand Ambassadors persuaded people to take up the Make It A Pint promotion, by engaging each customer in conversation and running through the “Make It A Pint” campaign.
• The teams emphasised the fresh, thirst quenching and delicious taste of Stella 4% while also pointing out the premium lager taste and the lower ABV.

Branding:

• Promotional staff wore black trousers and smart black shirt at each venue to give a presentable brand image for the sampling campaign. Within the venue branded promotional materials were displayed to help raise brand awareness, further linking the sampling activity directly to Stella Artois 4%.

Results:

• The cut through rate was extremely high with 100% of customers inside each of the 122 venues being made aware of the offer.
• On average 60% of customers across all of the venues took up the promotion.
• At all 122 venues, customers were very receptive to the offer and happy to try a pint for the price of a half. The response was positive with customers commenting on the difference in taste to the stronger Stella. Some said that they thought it would taste like a watered down version so were pleasantly surprised.
• Many customers commented on the great offer and mentioned how this had encouraged them to try the product.
• Exact sales results are confidential, but all of the venues their Managers commented on seeing a significant uplift in sales both during and after the promotion.