Stella Artois, AB InBev’s premium beer brand, has announced a new UK promotional campaign as part of its global partnership with Water.org, aimed at helping give people in the developing world access to clean water. In the US, consumers can help provide water for third world inhabitants by buying special limited edition Stella chalices designed by local artists (image above shows the Indian chalice).
In the UK, Stella Artois x Water.org is hoping to motivate retailers and shoppers nationwide to take action and join its mission to end the global water crisis. The campaign is open to all retailers and runs for a month from February 4th 2018.
For every new co-branded limited-edition bottle or can of Stella Artois purchased, AB InBev will provide funding for access to one month of clean water to someone in the developing world. The donation mechanic is running across the range, with the donation mechanic remaining the same – for example, for every limited-edition 12-pack of Stella Artois sold, Stella Artois will help Water.org provide 12 months of clean water for one person in the developing world.
The campaign provides a tangible and easy way for customers and consumers to contribute to ending the global water crisis – the on-pack donation mechanic means that by simply selling or buying a pack of Stella Artois, customers and consumers are supporting the cause.
The two partners point out that one in 10 people lack access to safe water. Every day, millions of people in the developing world spend up to six hours collecting it – taking valuable time away from work, school and caring for families. In 2017, Stella Artois and Water.org announced a four-year partnership to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.
To help retailers support the initiative further, Stella Artois is providing in store point of sale materials and digital advertising assets to drive awareness of the activity, and sales of Stella Artois. The campaign will also be supported by On Trade activity, PR, digital (inclusive of social), and advertising activations.
Jerry Maguire, Off Trade Sales Director for Stella Artois, says: “With the support of our customers and consumers, so far we have donated more than $8m to Water.org, helping to change the lives of more than 1 million people. However, there is still work to be done and we strongly believe that our customers in the Off Trade can play a key part to helping address the issue. Research shows that 70% of millennial shoppers consider a brands ethics and values when making a purchase. This is why we’ve created an Off Trade package that not only raises awareness of the cause, but also supports our customers from a business and reputational perspective.”
The UK activation follows the announcement of the latest US promotion in support of the partnership, which sees Stella Artois and Water.org selling a range of limited edition Stella chalices, designed by artists from developing world countries. A special TV ad featuring Matt Damon, co-founder of Water.org, will run during the Super Bowl. For every chalice sold, Stella will provide up to five years of water for one person in the developing world.
AB InBev UK Ltd is the UK trading subsidiary of Brazilian-Belgian global conglomerate Anheuser-Busch InBev, the biggest beer company in the world. Its global brands include Budweiser, Corona and Stella Artois; international brands include Beck’s, Leffe, and Hoegaarden; and UK local brands include Bass and Boddingtons.
Water.org has been at the forefront of developing and delivering solutions to the global water crisis for more than 25 years. Founded by Gary White and Matt Damon, Water.org pioneers market-driven financial solutions to ensure all people have access to safe water and sanitation — giving women hope, children health and communities a future. To date, Water.org has positively transformed the lives of more than nine million people around the world.