Stella Artois is not a beer to be chugged, according to a new promo for the brew that has actor Luke Evans narrating a 20-minute guide to beer sipping.
Stella is asking people to savor their beer, as the AB InBev brand states that sometimes life gets in the way of simple pleasures, like enjoying a beer with friends. That is why it has introduced StellaSpace, an audio guide designed to help people focus on being present and truly enjoying a Stella Artois, narrated Evans.
In it, Evans personally takes listeners through a 20-minute guide of what to focus on when enjoying a Stella Artois in order to experience the perfect sensory journey. Twenty minutes may seem lengthy, but Stella Artois’ Master Cicerone Max Bakker, one of only 16 world-renowned beer experts to have earned the title, determined it’s the optimal time needed to truly appreciate every sip of the full-flavored, classic Belgian lager.
“As an actor, I know a thing or two about a fast-paced life,” says Evans in the narration. “Not to mention, slaying dragons, fighting criminal masterminds, or turning into a vampire,” he adds, reminding people of his various roles in movies like The Hobbit and Dracula Untold, among others.
The audio is the brewer’s entry into the world of mindfulness tools – apps, meditation studios, adult coloring books and other simple aids to help you pay attention to experiences and be present in the moment.
“Whether I’m traveling for work, on set for a new film, or dining with friends it’s so important for me to be able to focus completely on the moment,” said Evans in a release. “And one of my favorite ways to connect with friends and family is over a cold beer, which is why I think StellaSpace is brilliant – it provides a fun way to remind people to be present, make the most of their time and of course enjoy a Stella Artois while doing so.”
Added Harry Lewis, vice president, Stella Artois: “StellaSpace was designed to help people rethink how they enjoy a Stella Artois. People today live busy, hectic lives and our mission is to help bring more enjoyment to the limited time they do have – because we believe that everything can be made a little better with a great beer and great friends.”
Stella partnered with the app Inscape to create the audio experience infused with mindfulness techniques allows consumers to become fully present as they sip.
“With the addition of StellaSpace to the Inscape app, we’re debuting an intentional, sensory experience that mixes mindful techniques and playful cues to explore Stella Artois like never before.”
The audio is part of Stella’s ‘Joie de Bière’ campaign, which encourages people to savor the many pleasures in life, including a cold Stella.
StellaSpace is available by downloading the Inscape app on iTunes to access the full 20-minute guide. Check out a five-minute preview by clicking the Creative Works box below.
To further the sipping pleasure, the brand is introducing a limited edition version of its iconic chalice.
The ‘Sip & Savor Chalice’ that features sip markers to provide a guide for drinkers to slow down and savor, and can be purchased on their site.
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This article first appeared in www.thedrum.com
Guest Author: Kyle O’Brien is The Drum’s Creative Works editor, covering the creative industry. He is based in Pennsylvania and works in The Drum’s New York office. Weekly features include US Creative Works, Ads We Like, Creative Work of the Week and Creative Director’s Choice. He is also a professional saxophone player.
