Stella Artois isn’t seen as a particularly summery beer so we were challenged to give it a role in this key selling period while still keeping a connection to our European heritage.

We realized that for our audience the best part of summer is the week or two they get to spend on vacation. That’s when they try and get the most enjoyment out of every day, treat themselves to the best foods and of course the best beer. So we inspired them to get the most out of the whole summer by realizing that ‘vacation’ is just a state of mind and that with the right mindset you can enjoy that feeling all summer long.