Stella Artois has partnered with Water.org to launch a clean water campaign, which will see the brand provide a year of clean water for those in the developing world for every 12-pack it sells.
Stella Artois will also be launching a TV advert starring actor Matt Damon, which will air during the Super Bowl. The advert is the brand’s first Super Bowl advertisement since 2011.
The campaign will run from January 15 to April 15, and will apply to all 12-packs sold by the brand, including cans and bottles in the traditional Stella Artois beer and Stella Artois Cidre ranges.
Pints and bottles of the beer purchased at bars during the campaign will also provide one month of clean water.
Harry Lewis, vice-president of Stella Artois said: “We’re excited to bring this global issue to a stage as big as the Super Bowl this year.
“I feel very privileged to work on a campaign that will help build a better world for millions of people; doing well by doing good is an incredible feeling, which is why I’m so passionate about our partnership with Water.org.”
The advert will feature a limited-edition Stella Artois chalice glass, and each glass purchased by consumers will provide five years of clean water.
Damon added: “If just one percent of viewers watching the Super Bowl this year purchased a chalice, we could help provide access to clean water for up to one million people in need.
“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.”
The chalices will feature designs from artists Silvana Avila from Mexico, Janine Shroff from India and Monica Ramos from the Philippines.
Each design will reflect the artist’s interpretation of the water crisis in their own communities.
© FoodBev Media Ltd 2018