Stella Artois, the UK’s number one premium beer brand, is serving one to remember by partnering withThe Championships, Wimbledon 2017 for the fourth time.
Building on the success of previous years, the partnership aims to further drive perceptions of Stella Artois, and increase purchase interest by strengthening positive associations with the world’s most prestigious tennis tournament; The Championships, Wimbledon 2017 drives major sales opportunities across off trade retail, with incremental grocery sales over The Championships, Wimbledon.
The Championships, Wimbledon 2017 sponsorship will be boosted by a 360 fully integrated marketing campaign in the run up to, and during, the tournament. The marketing campaign will include TV, experiential, social media promotion, influencer collaborations, and a strategic out-of-home advertising campaign urging consumers to “Serve One to Remember”.
Within the off trade, Stella Artois will be launching limited edition The Championships, Wimbledon 2017 packaging across hero formats to drive stand-out*. A supporting Gift with Purchase initiative aims to add value, and increase purchase behaviour; a limited edition The Championships, Wimbledon 2017 Stella Artois Chalice will be gifted when consumers purchase packs of Stella Artois in participating retailers.
A wide range of point of sale (POS) activity will provide further support. Themed around key purchasing behaviours – such as planned gatherings and impulse purchase – front-of-shop displays, branded gondola ends, shelf visibility materials and FSDUs will help to spark interest and deliver a strong call-to-action, steering consumers to beers, wines and spirits (BWS) aisles.
Premium activations can be tailored to specific customer needs, including free-standing display units and pallet wraps.
Stella Artois has also teamed up with CheckoutSmart to launch a competition for UK consumers aged 18 and over. Once consumers have purchased a pack of Stella Artois in-store or online from participating retailers, they simply need to enter their details and upload a picture of their receipt at www.checkoutsmart.com/Stella. The prizes available is four pairs of tickets to The Championships, Wimbledon 2017; one pair of general admission tickets for Saturday 8th July, and three pairs of tickets to the Men’s Semi Final on Friday 14th July. Terms and conditions apply.
Tatiana Stadukhina, Stella Artois director Europe, commented: “Stella Artois has become synonymous with The Championships, Wimbledon. Not only is it the number one beer in the off trade, but from a retailer perspective it is seen as the perfect accompaniment to watch the oldest and most prestigious tennis tournament in the world. We are really excited to bring back the bespoke The Championships, Wimbledon 2017 bottle packs and Chalices, which help to drive sales uplift and are loved by consumers. Stella Artois is a must-stock for all retailers, so we hope this partnership with the The Championships, Wimbledon 2017will drum up even more excitement in the brand and further increase rate of sale throughout the country this summer.”