Wait, did Van Gogh and Monet unwittingly promote Stella Artois? By Joseph Foley printed 17 Might 23 Artwork In all probability, in response to this intelligent marketing campaign.

4 months ago 2 min read

We have heard every kind of theories about well-known artistic endeavors, together with solutions of hidden messages and conspiracies. However one inventive company thinks it is discovered one thing else. Stella Artois.

Stella likes to speak up its historical past, and Buenos Aires-based GUT has ingeniously leaned into that. It got down to discover whether or not the beer might have discovered its means into well-known masterpieces. Its conclusion, to borrow one other beer model’s favorite adverb, is that it in all probability did (see our decide of one of the best print adverts for extra inspiration).

Legend has it that the Stella Artois brand is the oldest in historical past. Whereas that is not solely correct (the trendy brand retains solely a reference to the unique Den Hoorn brewery’s horn mark), it’s true that Den Hoorn, based in 1366, was one of many first corporations on document as having some type of brand. With all that historical past, the staff at GUT determined to attempt to calculate the probabilities that the beer in well-known European artworks might have been brewed by Stella’s ancestor.

Copywriter Haroldo Moreira wrote on LinkedIn (opens in new tab): “We developed an algorithm that analyzed every portray, and, primarily based on variables such because the 12 months when it was painted, geographical location, the kind of glass, and the colour of the liquid, we cross-referenced that knowledge with the model’s intensive historic information, leading to a share that signifies with a likelihood the presence of a Stella Artois in these work.”

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Click on proper to see extra pictures from the Stella Artois advert marketing campaign (Picture credit score: Stella Artois / GUT)

The Artois Likelihood marketing campaign was undertaken in partnership with The Buenos Aires Museo de Bellas, which hosted an exhibit of the work analysed, permitting guests to seek for Stella within the work utilizing their telephones. The marketing campaign additionally concerned print adverts and outside billboards depicting historic artistic endeavors by the likes of Van Gogh, Monet, Brueghel, Brouwer and Teniers.

“All masterpieces, whether or not of excessive or low likelihood, are a part of our marketing campaign, hoping that you’ll consider Stella Artois each time you see a beer in a portray,” Moreira mentioned. Past the query of whether or not we are able to actually contemplate a Der Hoorn to be Stella Artois (the brewery turned Artois in 1708 and Stella Artois in 1926), this needs to be one of the vital entertaining makes use of of data-based evaluation in an advert marketing campaign, and a terrific excuse to revisit some boozy artistic endeavors too.

For extra advert inspiration see our decide of one of the best billboard promoting. And do not miss Ikea’s courageous new promoting marketing campaign that breaks the rulebook.