Stella artois to adopt 60s ad theme

The replacement spots will adopt the 60s theme currently used to promote the latter, but will also focus on the beer's environmental credentials.

From the end of next week, Stella Artois will run outdoor and press ads highlighting the fact that its bottles are made using 75% recycled glass.

The execution, created by ad agency Mother, shows a woman with 60s-style hair and clothing holding a bottle of the lager that looks as if it has been cut from the screen of an old TV she is leaning on.

This represents a shift away from Stella's long-running use of ads set in the 19th century.

Its 'Reassuringly expensive' and 'Pass on something good' activity both used this approach.

The Stella Artois global ad business moved from Lowe to Mother soon after the latter was handed the brief for the launch of the 4% variant last year.

The lager brand is making a concerted push to promote its environmental credentials.

To coincide with the ad campaign, it will launch a Stella Artois-branded website which will flag up its achievements in this area.

Last week, it unveiled a tie-up with TV presenter and environmentalist Ben Fogle to highlight an on-pack push for the Stella Artois Hedge Fund, which helps support the planting of new hedgerows in the British countryside.