UPR Agency wins Effie Award with PR Stella Artois relaunch

After a 14-year silence on home soil, Stella Artois is back. This did not go unnoticed by the Effie jury. They rewarded the much appreciated 'The Life Artois' brand relaunch campaign, which included a striking Together Apart Street Art installation in Brussels, with a Bronze Award. And UPR Agency celebrated! The Brussels UPR team, specializing in brand reputation and positioning, managed to achieve Stella Artois' goal as an iconic brand with the target age group of 25-40, with a distinctive PR campaign. As a result, the brand quickly grew into a true PR phenomenon. The transition to the green bottle reached no fewer than 14 million people through the media with a media value of € 369,611. With the launch of The Life Artois campaign, the media highlighted the message of Stella Artois' return after 14 years, reaching 9.4 million people with a media value of €408,767. The Together Apart Street Art installation, in turn, reached 6.4 million consumers via earned media, with a value of € 339 178.

For the kick-off of the 'The Life Artois' campaign, UPR Agency focused on Stella Artois' leading position on the Belgian market as an iconic brand. For this, the general media was invited to a media conference which was hosted digitally due to the corona measures, in the Stella Artois brewery in Leuven. The more than 30 participating journalists each received a 'Stella Artois press box' delivered to their homes the morning of the press conference, which also made the relaunch of the brand physically tangible.

Stella Artois celebrates the reopening of the catering industry with PR stunt

The second part of the campaign focused on a large-scale PR stunt. For this, the entire Muntplein in Brussels became the backdrop for the grand Together Apart Street Art installation. Here everyone could safely experience the connecting message of "The Life Artois": to enjoy every moment of life with friends to the fullest. In addition to media communication, the PR stunt was reinforced with a social media influencer campaign that created the necessary buzz around the relaunch of Stella Artois.

“We are very proud to have been rewarded with an Effie Award for this campaign! Thanks to our 360° approach with both a business and a consumer narrative, we managed to generate attention on both traditional and digital media for a longer period of time. In doing so, we show that PR makes an important contribution to the effectiveness of marketing campaigns in terms of reputation and positioning,” says Erik Struys, partner UPR Agency.