
Stella Artois, the beer company responsible for the 'Reassuringly Expensive' adverts that managed to use the higher than average price of their lager to actually encourage consumer take-up, have unrolled a new campaign aimed at boosting sales of its beer.
Belonging to the super-brewery Anheuser-Busch InBev, Stella have spent years and lots of money creating an image for itself of tasteful luxury and ironic wit through its advertising campaigns and branding activities. Despite this focus on the drink's higher than average cost, it has still managed to remain a regular staple of British pubs.
This new advertising campaign has two main themes to it- the first is recycling, and the second is planting hedges (an enterprise backed by the broadcaster, environmental campaigner and 'adventurer' Ben Fogle). The first side of this new advertising programme ('Recyclage Deluxe') consists of bill-board adverts shot in black and cream duo-tone photography, done in a French new-wave style and featuring stylish yet dryly absurd consumer objects that suggest the use of recycled Stella packaging in the manufacture of luxury goods- a vintage Citroen car with a massive Stella can rising out smoothly in one piece from its bonnet, for instance, reminiscent of the nuclear fusion reactor that powered the Delorian in the Back to the Future films. The written messages: Stella Artois bottles are made from 75% recycled glass. Stella Artois cans use ('on average') 50% recycled aluminium. And Stella Artois cardboard is made from 100% recycled paper (that's the corrugated packs in supermarkets and the paper used in packaging- all of this only the paper or card used at 'point of sale'). None of these claims appear to be particularly astounding or instantly, primitively impressive, and are all couched in conditions and terms on the accompanying website.
Stella measures its Carbon Dioxide emissions in hectolitres- there's 100 litres in a hectolitre unit, or 26.418 US gallons. They aim to reduce their energy use by 10% per hectolitre by 2010- again, not a particularly mind-blowing figure. But fair play to 'em. Stella also want to reduce their water usage to 3.75 hectolitres per hectolitre of beer produced (the United Nations suggest that best practice in beer production is 5 hectolitres of water per hectolitre of beer produced- Stella are proud to be aiming below this figure). InBev are also part of the 'Carbon Disclosure Project'. To Stella, 'reducing, recycling and proper waste disposal are a key part of our global business strategy. At Stella Artois, we're trying to lead by example through our Recyclage-Deluxe campaign but also by doing our best within our own operations to ensure we’re producing as little waste as possible and recycling what waste we do produce.' Very precise action plan there.. Not. And then: 'Aluminium’s a tricky substance. We love it because it’s lightweight (keeping down the environmental effect of transport), because it can be recycled an infinite number of times, and is tough enough to protect your Stella Artois from brewery to fridge until you can pour it in a Chalice glass to enjoy.' Great marketing nudges in there, but very little meat. And one doubts whether aluminium was really chosen as the material for their cans because of its lighter footprint when transported- or whether this was a twist that was worked out only now.
The other side to the campaign is the 'Hedge Fund', where InBev (Stella's Belgian owner) have pledged to plant a piece of hedge in the British countryside for every case of Stella bought in the UK- this piece of hedge will grow to be three times the size of the case of beer (again, the explanation of this on the promotional website is far from clear, but that, I accept, is their concern). The adverts pun on the phrase and make reference to the financial world, featuring photographs of men and women in suits sizing up a hedge, which is placed on a desk, with a tape-measure- the tagline running 'Once upon a time a hedge fund was just that'.
Stella take a lot of credit for this hedge-building enterprise, but their language doesn’t give due credit to their partners in this enterprise: ‘we plan to fund over 365,000 hedge saplings and 8,650 trees saplings, to be planted in the British countryside. And they’ll be carefully looked after by volunteers, to keep them spruce and bursting with wildlife.’ This work is, of course, not undertaken by Stella/InBev volunteers, but by their partner in the enterprise- the Tree Council. The Tree Council could legitimately be said to be the real heroes here. The UK's 'lead charity for trees', the organisation promotes trees through community action programmes, a national tree warden scheme, the distribution of annual planting grants, and publications, including the magazine 'Tree News' (available at branches of Borders and WHSmiths, amongst other stockists). Stella also claim that they will ‘grow hedges, wherever they are most needed’. This is possibly false, as one doubts whether Stella will be out there, looking for places where hedges are desperately needed. Stella is, after all, a beer company. Most probably they will hope that the Tree Council plant hedges where they are needed- Stella are silent partners. Besides, the hedges being planted indirectly through Stella are proportional to the amount of cases of beer that are sold. This is a limited and sales-related planting exercise. Some money is donated to the Tree Council- Stella don’t do anything but donate.
This could of course be taken as a pedantic attack on Stella’s scheme which is nevertheless positive in its nature- the move to fund the plantation of hedges is of course a good one, but what has just passed has been an brief exegesis on the perhaps misleading, self-promotional marketing language used by Stella Artois in their campaign.
Stella Artois must, of course, for their survival, market themselves savvily and keep their infiltration amongst drinking establishments, retailers and the consumer psyche intact. They certainly have the right backing- InBev, following an aggressive take-over of Anheuser-Busch (who make Budweiser), are now the world's largest brewer. They are indeed a giant of the brewing world, and one of their first moves upon merging was to announce the closure of the historic Stagg Brewery in Mortlake, on the bank of the Thames in West London (ceasing operation in 2010). But this is beside the point. As long as you buy this beer, hedges will be planted, restoring the somewhat dilapidated hedgerow system of the British Isles, responsible for housing wildlife (including rare species, like Horseshoe bats and dormice) and keeping the soil together, preventing erosion and halting water-borne run-off.
Stella have moved their sleek advertising machine down a new detour- taking some of the edge off of their effective pseudo-luxurious campaign, in my opinion- and they want you to buy their beer. Perhaps consumers are environmental now, they think. And so their new advertising is split: split between carefree, throwaway, excessive, wasteful spending, and the recurrence of objects and material, the sustenance of long-lived singular forms. Stella Artois are hedging their bets.
Posted under Companies, Corporate, Gardening & Outdoors, Lifestyle & Fashion
This post was written by Barnaby Tidman on October 7, 2009
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