ADVERTISING CAMPAIGNS

Another beer brand pushes for ‘time out’ from crazy work schedules

By our News Team | 2022

The increasingly blurred lines between work and private time have inspired clever campaigns from both Heineken and Stella Artois this month.

It seems that international beer brands are strongly pushing the idea of consumers taking ‘time out’ from their increasingly hectic schedules that blur the lines between work time and private time.

In early June, Dutch-based Heineken unveiled a new campaign called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, suggested that stressed-out employees use a near-magical bottle opener that will immediately shut down all work apps and work-related devices whenever it is used to open a bottle of beer (Heineken, of course…). 

Advertising campaigns

Photo credit: Stella Artois

Now Stella Artois, the Belgian-based brewer, has launched a campaign that invites everyone to make time for life. Titled ‘Sign Off, Dine In, Bon Appetit’, it recognises that work life and home life have blended into one and honours meal time as an important way to savour life.

“For many, dinner has become another check on the to-do list, instead of a special moment to enjoy with those who matter most,” the company said in a media statement issued in New York. 

“Many of us have normalised eating meals whenever it’s most convenient and sometimes even in the midst of our workload,” Lauren Denowitz, US Head of Marketing for Stella Artois, is quoted as saying in the statement. 

The joy of sharing at-home dining

“Stella Artois wants to help pour life back into these everyday meals and inspire consumers to bring the joy and connection that comes with sharing at-home dining experiences.”

The company calls it a 360-marketing campaign which includes television, OOH and social media roll-outs.

Releasing a new short film titled “ It’s Time To Dine Again ,” Stella Artois playfully highlights the need for consumers to flip their mindset – and their tables – to once again savour the meal occasion. 

The film starts with a woman working hard at home, when her loved one walks into the room with two Stellas in hand, inspiring her to sign off from work and make time for dinner. With a simple flip, the table previously covered in work materials transforms into a beautiful dining experience.

“The spot demonstrates how a perfectly poured Stella Artois can inspire everyone to make time for moments worth savouring, especially moments spent dining with loved ones,” the brand says.

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