David Beckham fronts new marketing campaign for Stella Artois beer

By our African Marketing Confederation News Team | 2024

Soccer star and fashion icon is the face of a new campaign to ‘kick off a powerful wave of growth around the world’ for the brand.

International beer brand Stella Artois has enlisted global soccer and lifestyle icon, David Beckham, as an official ambassador for its new ‘A Taste Worth More’ brand campaign.

David Beckham in the new Stella Artois campaign.

Photo: Anheuser-Busch InBev


The 600-year-old Belgian-born pilsner beer, now owned by brewing giant Anheuser-Busch InBev, says the campaign is “celebrating our premium brand’s distinctive taste and genuine moments of connection with friends”. 


According to an announcement by Stella Artois, the ‘Worth More’ creative platform builds on its famous ‘Reassuringly Expensive’ advertising strategy that helped define the international premium beer segment globally from 1982 until 2007. 


“While the ‘Reassuringly Expensive’ line was pure creative genius – a great example of understanding consumer behaviour and then transforming it into powerful advertising with an irreverent twist – it was almost three decades ago and the codes of premium have changed,” explains Tim Ovadia, Global Vice President of Marketing for Stella Artois.  


“Being ‘premium’ is no longer just about the price tag. Brands now have to prove their worth to consumers at both an emotional and functional level.” 


Beckham embodies modern premium values 


Richard Oppy, Global Vice President of the Premium Co. at AB InBev, said Beckham was tapped as a brand ambassador because, “Not only does he embody modern premium values, but he is also a beer consumer and Stella Artois lover – an authentic connection that builds strong partnership.  


“This is a big moment for the Stella Artois brand that we believe can kick off a powerful wave of growth around the world.” 


The partnership is also a key pillar in AB InBev’s global mega-brand strategy and mega-platform approach that focuses on consumer passion points and developing meaningful consumer connections. 


“I love the cheeky nature of this ad, it makes me laugh and I think the Stella Artois drinkers will enjoy it too,” comments Beckham. 


“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favourite for years.”  


The commercial is part of a new year-long advertising campaign and will run alongside digital and out-of-home advertising in various markets. 


Beckham played for Manchester United, Real Madrid, Paris Saint-Germain, AC Milan, LA Galaxy, and the England national team. He is currently co-owner of the Inter Miami club in the US and Salford City in the UK. He is also known as a fashion leader. 


You can see the latest Stella Artois TV ad here. 

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.