Stella Artois' Social Experiment Proves Its Beer is Best Enjoyed Slowly
Laura McQuarrie — October 4, 2018 — Marketing
References: stellaartois & fabnews.live
When it comes to beer chalices, Stella Artois has one of the most distinctive designs out there—as well as one with a highly functional shape to enhance carbonation and foam, while the easy-to-grip stem prevents one's hands from heating the Belgian brew.
To emphasize the fact that its beer is best consumed sitting down and enjoyed slowly, Stella Artois created a social experiment based around a takeaway-style paper beer chalice. Unfortunately for busy people on the run, the on-the-go packaging design was prone to spilling and breaking, which only served to point out that some things in life simply shouldn't be rushed.
Rather than quickly consuming a beer by themselves on the run, consumers were invited to indulge in something they may be "too busy" for—a sit-down drink at a pub with others, where Stella Artois was served as they should be, in glass beer chalices.
To emphasize the fact that its beer is best consumed sitting down and enjoyed slowly, Stella Artois created a social experiment based around a takeaway-style paper beer chalice. Unfortunately for busy people on the run, the on-the-go packaging design was prone to spilling and breaking, which only served to point out that some things in life simply shouldn't be rushed.
Rather than quickly consuming a beer by themselves on the run, consumers were invited to indulge in something they may be "too busy" for—a sit-down drink at a pub with others, where Stella Artois was served as they should be, in glass beer chalices.
Trend Themes
1. Slow Enjoyment Movement - Opportunity for brands to promote slow enjoyment experiences and packaging designs.
2. Functional Packaging Design - Innovative packaging designs that enhance product quality and message identity.
3. Sustainable Disposable Packaging - Eco-friendly disposable packaging designs for on-the-go experiences and sustainability trends.
Industry Implications
1. Alcohol - Opportunity to create brand-specific packaging designs and campaigns for slow enjoyment experiences in the alcohol industry.
2. Food & Beverage - Opportunity to innovate functional and sustainable disposable packaging designs in the food and beverage industry.
3. Hospitality - Opportunity to promote slow enjoyment experiences with eco-friendly and functional packaging designs in the hospitality industry.
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