Stella Artois has announced the launch of a new campaign, accompanied by a new slogan and brand philosophy; ‘Joie de Bière’.

Launched on 1 October, the 360-degree campaign consists of a range of activities including: cinema, TV, print, PR, social and digital, and out-of-home advertising.

Each of the new creatives are designed to encourage UK adults to remove distractions and make time for the things they really enjoy; known as ’Joie de Bère’ by the brand. The new campaign is expected to reach 82% of the population.

Commenting on the activity, Alexis Berger, marketing director (Europe) at Stella Artois, said: “Stella Artois with its four high quality ingredients, perfectly poured in our distinctive chalice, is a beer that is meant to be savored over good food with great company. We call this feeling ‘Joie de Bière’. With 600 years of tradition, this is how we’ve been enjoying Stella Artois in Belgium for as long as we can remember. We all know modern life is incredibly busy but we’re calling time on our constant ‘on the go’ attitude and reminding everyone to make time for what they truly enjoy.”