Under the Christmas Star

Back in August I mentioned that a great way to keep your brand fresh during a recession is through limited edition packaging. Limited editions allow your brand to be free, to pull down the economic gloom and change the mood of the consumer. I somewhat suggested that this is by far a cheaper alternative than packaging rebrands or above the line activity.

Stella Artois have chosen to do limited edition this Christmas but also add on the whole shebang with a strong
media campaign and Christmas album giveaway.  Not really my point but who wants to listen to me anyhow!

I bet you'd much rather listen to the Western Marketing Director, James Watson as found on
Talking Retail

“Stella Artois is the quintessential Christmas beer and this year’s limited edition, eye-catching festive packaging truly captures the spirit of the celebratory season.  Stella Artois is renowned for its discerning and pioneering brand activity, and this combination of exclusive packaging, high-profile advertising support and the innovative album download will ensure that Stella Artois is the top choice for beer consumers this Christmas.” 

So onto the packaging.

Whilst I love the concept of 'Originally Crafted for Christmas' I feel that they have travelled deep into Budweiser territory. Anheuser-Busch must be either extremely flattered or a little peeved.

Stella Artois are now quite famous for being a little different and it is therefore no surprise that the packaging isn't overtly Christmas, Stella Artois takes its first name from the Latin for star and this is the premise for the packaging. 

There is a rule within packaging that you don't touch on religious connotations even if it is 'Named after the Christmas star' -  the bottom of the Can shows angel wings and a star (of bethlehem) which is a little too literal and leaves me feeling slightly uneasy - have Stella crossed the invisible line? 

More alarmingly,when I first saw this in Tesco I didn't immediately understand that it was limited edition, which I believe is paramount to brand integrity, particularly when you have an entire gondola end staring back at you.

If the consumer cannot  understand what they are looking at you risk diluting the Brand long term - maybe that is the reason for the above the line spend.....