Well it isn’t black (or stout) but Stella Artois Black seems to be setting out to plough the Guinness furrow with its retro black everything launch campaign from Mother and a load of guff from brewer AB InBev about new glasses and a “reverential pouring experience.”
In fact it’s a gold 4.9 beer from Belgium so it probably tastes like Stella did 30 years ago before it started to be made in Britain and became a staple of the discounted lager shelves at Tesco and Asda.
And the ad features a nice noir look with the inevitable saxophone and 60s ambience. It ties in with a promotion offering punters a chauffeur-driven trip around London in, one assumes from the ad, a nice black Citroen DS.
Full marks to AB InBev (can’t they call it one or the other?) for trying to regain Stella’s long-forgotten premium image (and taste).
But all its ads for the various, and confusing, Stella alternatives are different, united only in their commitment to retro-ness.
What about a really good single-minded campaign? Like what? Well Guinness maybe.