Nothing says summer like a cold beer by the pool. AB InBev brand Stella Artois has teamed up with sunscreen brand Soleil Toujours to release a sunscreen oil inspired by Stella Artois Solstice Lager.
The Solstice Shimmer Oil Sunscreen will launch on June 20, the longest day of the year. The cross-brand product comes on the heels of a successful activation between the two brands during Super Bowl.
“We first partnered with luxury skincare brand Soleil Toujours last year during our Port De Stella immersive pop-up in Miami during Super Bowl LIV, and fans loved our collaboration,” said Lara Krug, VP of Marketing at Stella Artois.
“Stella Artois Solstice Lager brew was specially designed for summer sipping under the sun, which inspired us to consider pairing it with Soleil Toujours. Following the success of Port De Stella, we knew we wanted to work with Soleil Toujours in a creative way to create a product that would complement our new Solstice Lager innovation,” Krug continued. “We aimed to produce something that consumers would be able to wear while enjoying an ice-cold Solstice on a lovely afternoon out safely in the sun.”
During the Winter Solstice in December, Stella decided to make its limited-edition Solstice Lager a part of its year round offerings with promotions leading up to each solstice. Stella’s US strategy over the last two years has been looking for more occasions for people to drink the beverage. In Q1 2021, AB InBev recorded a 14.2% increase in revenues.
Consumers can buy the new SPF 30 sunscreen, whose scent mirrors the citrus undertones of the beer, at SoleilToujours.com. Each bottle of sunscreen will come with a QR code that can be scanned for more details about the partnership.
Promotion will be completely digital done through the brand’s social channels. With this new sunscreen oil, the company is targeting Solstice fans nationwide all summer long.
“Our aim is for the sunscreen to become our drinkers’ go-to accessory to help them enjoy an ice-cold Solstice in a sun-safe manner and collaborate with Soleil Toujours to introduce their followers to our delicious lager,” Krug said.
“We’ll be celebrating this summer solstice savoring time with our loved ones outdoors, enjoying the longest sunny day of the summer, drinking some Solstice, wearing the new sunscreen while converting our 12-pack packing into a visor, a fun project we led to further encourage safe fun under the sun.”
