Soccer icon David Beckham teams up with Stella Artois for an inventive marketing initiative that playfully pokes fun at the celebrity’s fame.
In the campaign humorously titled ‘A Taste Worth More’, Beckham experiences a surprisingly ordinary moment when, after ordering a Stella Artois in a pub, he is overlooked by a group of women.
They are there not to meet him but to retrieve their beers from the bar, politely asking him to move aside. This unexpected twist highlights the women’s indifference towards Beckham, focusing instead on enjoying their drinks.
The campaign, crafted by GUT Miami, aims to run for a year, showcasing Beckham in scenarios that playfully challenge his celebrity status, emphasizing that sometimes, even the most famous can be humbly sidelined.
“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favorite for years,” said Beckham.
Stella Artois selected Beckham for the campaign as he reflects the brand’s upscale and contemporary qualities.
“The codes of premium have changed. Being ‘premium’ is no longer just about the price tag, brands now have to prove their worth to consumers at an emotional level,” said Tim Ovadia, global vice president of marketing for Stella Artois, AB InBev.
This marketing effort cleverly challenges the stereotype that beer is solely a man’s drink, aligning with Diageo’s recent push with Guinness to diversify its consumer base and move beyond traditional male-centric imagery, noting a significant uptick in female Guinness consumers in Great Britain.
