Stella Artois has kicked off a new campaign for the holidays that calls on consumers to embrace the gift giving season through a partnership with water.org and its co-founder, actor Matt Damon.
As many people enjoy spending time with loved ones during the holidays, the idea behind “Give the Gift of Time” is to give the gift of time to women globally who spend hours seeking clean water for their families. The campaign is an extension of the brand’s Living the Life Artois platform.
“Living the Life Artois means taking the time to enjoy what matters most, whether it is time together with family and friends or simply doing what you love,” said Lauren Denowitz, U.S. Head of Marketing at Stella Artois. “This holiday season, we are thrilled to give back time to those who need it most through our ongoing partnership with Water.org. Women spend 200 million hours a day collecting water for their homes and families, when women don’t have to spend time collecting water, they have more time to spend with loved ones and create a bright future. Through our ongoing partnership with Water.org, proceeds from every Stella purchased this holiday season will help give women around the world access to safe water and with it, the gift of time.”
For every Stella Artois product purchased this holiday season, the AB InBev brand will donate at least one month of safe water to a person in the developing world. Additionally, each purchase of a 2021 limited-edition water.org chalice will give five years of safe water to one person in need of access.
“As a proud partner of Water.Org since 2015, Stella Artois has helped provide access to safe water for more than 3 million people in the developing world,” said Denowitz. “Through this campaign, every Stella Artois product purchased this holiday season will give back precious time to women who need it. As we know in the Life Artois, the time that matters most is the time being savored with loved ones and we are proud to give that opportunity to millions of people globally.”
To promote the campaign, Stella has created a film narrated by Damon that talks about the value of time and how women around the world are spending time away from their families in order to access safe water. Additionally, the brand has bought a NYC Water Tower takeover, at 149 Grand Street in SOHO. The out-of-home media buy plays up the fact that access to clean water is a luxury.
“The lack of access to safe water for all is a global crisis,” said Denowitz. “This campaign shines a light on how limited access to safe water affects millions worldwide.”
The holidays are part of Stella’s brand DNA. Stella Artois was originally created as a holiday gift and “has always had the spirit of giving at its core,” Denowitz said. “In everything Stella Artois does, it is always about savoring life together with loved ones. The holiday season is a natural reminder for people to live the Life Artois.”
