Stella Artois

The '9 Steps to Perfection' campaign

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Stella Artois is a high-brow beer that is often called the champagne of beers. Thus, unlike other beers, there is a certain sophistication and premium-ness to it. 

According to Stella, it takes 9 steps to pour the perfect glass of Stella.
We decided to make use of this, not just as a campaign idea but as the advertising surrogate as well.
We created the ‘9 Steps to Perfection’ book. A tongue-in-cheek collection of 9-steps to do various things perfectly. For example, The 9 steps to knot the perfect tie, The 9 steps to cut the perfect wedge of cake and so on.
The ‘advertising truth’ that we created for the campaign was that it always takes 9 steps for anything to be
done perfectly.