The initiative, the AB InBev brand’s first Super Bowl appearance since 2011, is spearheaded by a Big Game commercial called ‘Taps’ and a call for fans to ‘Make Your Super Bowl Party Matter’.
The 30-second spot, called ‘Taps’, is fronted by Hollywood star Damon (a co-founder of Water.org) who addresses the viewer directly to discuss how we take the fact that we have clean water at the turn of a tap for granted and to showcase this year’s Stella cause chalice.
This limited edition signature Stella glass features designs by Silvana Avila (from Mexico), Janine Shroff (from India) and Monica Ramos (from the Philippines): each representing countries Water.org supports.
Damon encourages football fans to buy a chalice and thus provide five years of clean water for someone in the developing world.
The brand also explains that customers can support Water.org through a similar donation promise for each 12-pack purchased or glass poured in a bar and the spot drives consumers online to www.water.org/StellaArtois.
The campaign, developed with agency Mother, is supported digitally and socially across both the beer brand’s platforms and the Water.org channels.
Some things are bigger than the big game. Our commitment to a Better World is one of them. This Super Bowl, join @StellaArtois and @Water as we work to help end the global water crisis. #1Chalice5Years https://t.co/JiXSspOmZ5
— Anheuser-Busch (@AnheuserBusch) January 16, 2018
While the wider program kicked-off on 15 January with fundraising event in New York City, hosted by Damon, that was called ‘Make Your Super Bowl Party Matter’ and which gave the first 100 people in line for the event a free beer.
“If just 1 percent of viewers watching the Super Bowl this year purchased a chalice, we could help provide access to clean water for up to 1 million people in need,” Damon said.
“Now with three simple ways to donate—through the purchase of a limited-edition chalice, a 12-pack or a pint at a bar—we’re making it easier than ever for consumers to help.”
“We’re excited to bring this global issue to a stage as big as the Super Bowl this year” explained Stella Artois VP Harry Lewis.
“I feel very privileged to work on a campaign that will help build a better world for millions of people. The “Make Your Super Bowl Matter” campaign kicks off today with a pre-Super Bowl party in New York hosted by Stella Artois and Water.org. The first 100 people in line for the event will receive their first round courtesy of Stella Artois.”
Comment:
This cause promotion runs from 15 January through 15 April and its early, pre-game launch schedule (three weeks ahead of the Super Bowl) seeks to capture the attention of Americans before they buy in their beer for their Super Bowl parties.
“We all stock up on beer for Super Bowl,” says Stella VP Harry Lewis. “You might as well stock up on a beer that makes a contribution to the world.”
The Super Bowl work is part of the brand’s umbrella ‘Buy A Lady A Drink’ concept: which launched back in 2015 and spearheads Stella Artois’ partnership with Water.org.
Join us & support @Water.org to help solve the global water crisis http://t.co/lQrNdZK9PH #BuyALadyADrinkhttps://t.co/mkm831LqXQ
— Stella Artois (@StellaArtois) January 22, 2015
The chalice has been at the centre of the cause partnership since it started
Thus far, in the three-year partnership between Stella and Water.org, the alliance has already helped more than 1m people access clean water.
Indeed, Stella Artois announced a multiyear extension of its Water.org alliance late in 2017: the brand and the charity have a joint goal to provide 3.5 million people with long-term, sustainable access to clean water by 2020.
This marks a change of tack for Anheuser-Busch InBev‘s Super Bowl spot which have traditionally either focused on making viewers laugh (eg Bud Light’s comedy commercials – see case study) or build emotional connections through loveable animals (eg Budweiser’s puppies and Clydesdales – see case study).
But this initiative sees the brewing giant position itself as a do-gooder.
Further spots from the brewing parent are expected from Michelob Ultra, Budweiser and official NFL beer Bud Light.
Through this latter partnership, the parent company has exclusive alcohol advertising rights to the Big Game.
(Although other alcohol brands can potential slip into the game’s commercial landscape through local ad buys).
Links:
Water.org & Stella
Stella Artois
https://www.youtube.com/user/stellaar…
https://www.youtube.com/user/stellaartois
https://www.facebook.com/StellaArtoisUSA
https://twitter.com/stellaartois
https://www.instagram.com/StellaArtois/
https://www.pinterest.com/stellaartois/
Mother
Water.org
