Brand manager Kerry Collinge said the livery would reinforce Stella's quality positioning by standing out as "confident, classic and understated in a market full of extravagant designs".
The makeover spans more than 30 formats. Interbrew claims it is the most significant change to the brand's take-home packaging since the introduction of the embossed can five years ago. It is the first change to the packaging outers in more than 10 years.
Devised by Jones Knowles Ritchie, the revamp affects the structure, graphics and materials of the packaging and attempts to better convey the superior quality and 'reassuringly expensive' values associated with the UK's fourth- biggest grocery brand. The packs all sport an information area, which appears as agreen band around the bottom of the pack and enables shoppers to instantly identify their preferred pack size and format.
Collinge said this would improve the shopping experience by making it easier for consumers to choose the pack they want.
In a departure for beer outers, the labels are printed using UV ink and matt varnish, to achieve a 3D effect and give the impression of a label that can be peeled off.
According to ACNielsen, Stella Artois' off-trade sales in the year to June 2003 exceeded £418m -- an increase of 19% on the previous year. Across the total premium lager category, growth was just 8% for the same period.
Interbrew is investing an unprecedented £35m behind the Stella brand this year.
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