Challenge:
In the late 90s, Stella Artois built a premium reputation with its "Reassuringly Expensive" campaign. However, over time, the focus on "strong" lager overshadowed the evolving market's demand for taste. Stella's new Unfiltered product aimed to change this perception, but it needed to convince consumers to care about taste. Stella’s challenge was to increase awareness and consideration for Unfiltered with their new "Au Naturel" creative campaign, which emphasized purity by featuring people in the nude.

Solution:
Recognising a shift in drinking habits, especially among young adults who preferred at-home experiences, Stella targeted a new audience: Home Cook Connoisseurs. The brand partnered with Mob, known for simple, high-quality recipes, to create an engaging content series featuring chef Jordan Ezra King. King cooked in the nude, emphasizing natural ingredients, and aligned with Stella’s "Au Naturel" message. The campaign leveraged YouTube and social media platforms with teasers and organic hooks like “Chef strips off for naked yoga.”

Result:
The campaign successfully raised awareness and generated strong interest in Stella Unfiltered. Consumers began to associate the product not only with its premium image but also as a beer that pairs well with food, driving a notable shift in perception and positioning the brand for future growth.