The Brief: Stella Artois, a very popular Belgium Beer has announced what the company refers to as its “Chalice Can.” The big benefit? You can now have Stella Artois in a can.
The Blunder? Stella insults its customers by falsely creating a brand attribute. Specifically, giving the impression that something is special when it is without question completely ordinary. This is not Pet Rock brilliance, this is not Lucky Strike creativity, the Chalice Can is marketing pablum of the most grotesque kind.
Coke’s shapely new aluminum can is exotic and fun, Guinness’s new can has a feature that activates on opening to recreate the famous Guinness poor. Stella Artois’s big can promotion offers