BRAND AMBASSADORS

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.

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