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Sir Frank Lowe on the birth of Stella’s ‘Reassuringly Expensive’
From flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
Making the cost of a product its key selling point is a bold move for any brand, not least one in the fiercely competitive beer market. Yet, this was the strategy at Stella Artois, which embarked on a two-decade mission to win over consumers and the trade with its quality credentials.