Stella Artois Cidre has unveiled bold new packaging and a competition giving away once-in-a-lifetime adventures.
The new look has been designed to reinforce the products sophisticated and premium positioning.
Accompanying the new packaging is an on-pack competition, running until August 28. During the promotion period, consumers who find one of the Stella Artois Cidre ‘lucky stars’ under the bottle cap will win one of three adventures or one of 10,000 Stella Artois Cidre chalices.
The adventures include:
- · A night out at the bottom of the Indian Ocean: A winner and their guest will experience the beauty of the Indian Ocean with a 10 night stay in a Deluxe Water Villa at Maldives Rangala Island Resort. The adventure allows the winner to snorkel with whale sharks, be marooned on a private island, and dine at the world’s most beautiful restaurant five metres below the ocean surface, complete with 180-degree panoramic views of the vibrant coral gardens surrounding it.
- · A private BBQ in the caves of an Icelandic volcano: Another lucky winner and their plus one will enjoy a seven day Nordic adventure including three nights at the iconic ION hotel, less than an hour from Reykjavik—the ideal location to spot the Northern lights. They will be treated to a private helicopter ride over the mouth of an active volcano, before enjoying a privately hosted gourmet BBQ within the surroundings of a dormant volcano. Also included in the trip are days of relaxation at the legendary Blue Lagoon and whale watching.
- · Build a treehouse on your own Fijian island: One winner and a friend will be taken to the almost uninhabited 5* Kokomo Yaukuve Island in Fiji for a spot of luxurious isolation. In addition to enjoying 10 nights in one of the luxury villas with all meals and activities included, winners will spend their time crafting, planning and building their own treehouse with the help of the Head Builder, before spending a night sleeping in their creation.
Stella Artois Cidre senior brand manager Ally Atha said: “It is an important time for cider brands to set themselves apart. Stella Artois Cidre embodies a sophisticated, adventurous lifestyle and we are excited to launch this incredible on-pack promotion and packaging that further distinguishes ourselves from our competitors.”
This campaign will be fully supported with both TV and OOH advertisements, going live on July 11.