Stella Artois and Matt Damon Urge People to 'Buy a Lady a Drink'
Laura McQuarrie — March 4, 2015 — Marketing
References: buyaladyadrink & adweek
Stella Artois and Matt Damon want you to buy a lady a drink, but perhaps not in the way you'd expect.
It's been noted that women in the developing world spend over 200,000 hours a day going on journeys to collect drinkable water, so the Buy a Lady a Drink campaign aims to free up their time for other important activities. In partnership with Matt Damon's Water.org, the beer company is asking people to purchase a Stella Artois chalice, which will provide five year's worth of clean water for a person in the developing world. Rather than purchasing its beer, the empty chalice offers a beautiful symbolic gesture of the refreshing drink that someone else will receive.
It's been noted that women in the developing world spend over 200,000 hours a day going on journeys to collect drinkable water, so the Buy a Lady a Drink campaign aims to free up their time for other important activities. In partnership with Matt Damon's Water.org, the beer company is asking people to purchase a Stella Artois chalice, which will provide five year's worth of clean water for a person in the developing world. Rather than purchasing its beer, the empty chalice offers a beautiful symbolic gesture of the refreshing drink that someone else will receive.
Trend Themes
1. Clean Water Campaigns - The Buy a Lady a Drink campaign is an example of a trend for companies to partner with non-profit organizations as a way to promote social responsibility while offering a direct solution to a global problem.
2. Socially Responsible Marketing - Stella Artois' Buy a Lady a Drink campaign is an example of a trend to tie in social responsibility with advertising in order to raise awareness and promote positive change.
3. Collaboration for Social Good - The partnership between Stella Artois and Water.org highlights the growing trend of cross-sector collaboration between businesses and nonprofits to address social and environmental issues.
Industry Implications
1. Beverage Industry - The Buy a Lady a Drink campaign shows a potential disruptive innovation opportunity for beverage companies to collaborate with non-profit organizations to increase their social responsibility and positively impact communities in need.
2. Non-profit Industry - Water.org's partnership with Stella Artois creates a potential disruptive innovation opportunity for non-profits to partner with businesses to bring attention to and provide solutions for social and environmental problems.
3. Marketing Industry - The trend towards socially responsible marketing presents new opportunities for marketers to create campaigns that not only promote brands, but also raise awareness for social causes and promote positive change.
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