Between November 14 and 25, it will be promoted through the medium of immersive theatre. The production, The Night Chauffeur, will take place in ten pubs across London and audience members will be driven around in a Citroen DS so they are fully part of the action. In keeping with the brand’s current ad strategy the play is in the sixties.
Consumers purchasing the lager will be offered the chance to apply for tickets for the play. Point of sale, beer mats and posters will flag up the event to drinkers.
The brand’s ad agency Mother is behind the concept.
Stella Artois Black, which will only be available in selected pubs and bars, is a golden lager with an ABV of 4.9%.
AB InBev president Stuart MacFarlane told Marketing earlier this year that he expects the lager will be consumed during ‘down-tempo, reflective’ occasions, rather than on a big night out.