Stella Artois Cidre Makes a Bold Move

Stella Artois Cidre has unveiled a bold new look for its product range and will be supporting the move with TV advertising that breaks in July. “The sophisticated new look and feel further reinforces Stella Artois Cidre’s premium positioning,” said senior brand manager Ally Atha.

The new design will feature on all bottles and cans in the Stella Artois Cidre family: Stella Artois Cidre Apple, Pear, Peach, Raspberry and Elderflower. “All five designs feature paint-stroke detailing that highlights the brand’s hand-picked apple and fruit flavours,” Atha said.

Accompanying the launch of the new packaging is a limited edition on-pack competition, launched this week and running until 28 August. During the promotional period, consumers who find one of the Stella Artois Cidre “lucky stars” under the bottle cap will win one of three “Extraordinaire Adventures” or one of 10,000 Stella Artois Cidre chalices.

The adventures include: a 10-night luxury holiday in the Maldives; a private barbecue in the caves of an Icelandic volcano; and the opportunity to build a treehouse on your own Fijian island.