In April 2022, Stella Artois launched their new super-premium innovation, Stella Artois Unfiltered. To support a multi-channel launch campaign, Hayagrth were approached to help develope a sampling concept that would “get super-premium beer drinkers (ABC1, 25-44, M/F) to experience Stella Artois Unfiltered and feel that it is a desirable and flavourful super premium lager that is relevant to them and that they want to buy again”.

Using smart targeting tools to develop a finely tuned sampling strategy with a good mix of high footfall location and high quality audiences, we then developed a beautiful, engaging concept, leveraging the brand’s look & feel and distinctive assets to create a memorable sampling experience that not only got the product into consumer’s hands, but also immersed them into the brand’s world.

From location strategy to creative execution, the toolkit we developed with the Stella Artois team provided a comprehensive guide to reaching the right people at the right time and giving them an unforgettable introduction to an unforgettable new lager!