Challenge: 
The summer beer market was highly competitive, with brands like Madri, Cruzcampo, and Birra Moretti taking market share from Stella Artois, leveraging their association with the ‘summer holiday’ vibe. During Wimbledon 2024, Stella faced additional challenges with England’s success in the Euros and a notably rainy summer, making it difficult to capture the attention of tennis fans and premium beer drinkers. 

Solution: 
Stella Artois seized a unique opportunity by becoming the official sponsor of the Wimbledon rain delay. Embracing the iconic moment of rain stopping play, we launched the campaign "When it Rains, We Pour." We worked with Wimbledon groundsmen to reveal a message on the rain covers, offering free pints of Stella Artois. We used outdoor and social media channels to scale the campaign, ensuring nationwide visibility, and enlisted David Beckham to amplify the message across his Instagram. 

Results: 

• Achieved significant earned reach, outpacing the viewership of the Wimbledon final. 

• Generated a substantial number of social impressions. 

• Raised awareness of Stella’s Wimbledon sponsorship significantly. 

• Boosted sales across numerous pubs nationwide. 

• Experienced a notable increase in volume on days with a rain delay.