It’s the holiday season, which means the NFL Super Bowl is just around the corner. This typically means one thing for those in the advertising world, it’s time to heavy up. What’s that you say? This means there are select dates (flights) that ad agencies look to bulk up on the amount of impressions that they can feed the consumer. What this ultimately means is that if Stella Artois had been buying prime time broadcast television media in November at a frequency cap of 3 – the amount of views consumers are subjected to during the scheduled flight – then it’s likely that they may look to increase that frequency in December and most definitely during the Super Bowl. Hooray!
This year it’s different though, in addition to encouraging you to pay $1.25 extra per purchase, Stella Artois is encouraging YOU to call 1-800-MY-CHALICE for YOUR FREE chalice. Hold your horses, limit one per person. So why not have your roommate or significant other call too so that together you can share holiday cheer and the joy of sipping from a chalice. More importantly this advert affords Stella the opportunity to educate us that the best way to enjoy a Stella Artois is from a chalice, not a glass. For those of use who are wondering why, what gives, Stella gives you the opportunity to find out. Simply call the number and listen to 2 minutes of pre-recorded copy that fully explains why this, friends, is truth. While supplies last, of course.
This is all fine and dandy except for the slight disconnect during the gap of time spent between engaging with the Stella brand and actually requesting your free chalice. The less than two minute experience that begins the experience, wherein we learn why a chalice is not a glass and why a glass is not a chalice, is brief and slightly entertaining. So much so that some of us may imagine that this pre-recorded dame on the other end of the phone may be the woman who hosts their Under The Holiday Star free jazz music download holiday marketing effort. Unfortunately it’s just a dream that is rudely interrupted if you actually choose to request a free chalice, duh. At this point you will be transferred to one of what I assume to be many call centers. In between the seven minutes I waited to speak with a representative I listened to a single Spanish language message, I assume to assure me that I was indeed waiting to receive free swag from a brand I’m moderately keen on, and wondered what a seamless experience Stella could have potentially created would they have allowed consumers to simply record their name and address in order to receive their free chalice.
However I’m excited to receive two Stella Artois chalice mugs in the mail, apparently I can expect to receive mine in 3-4 weeks. My significant other requested one too, after all one is the loneliest number.
#CHALICECHOKE Happy Holidays from Stella Artois, Don Hielo and the Epicure Me staff!
None the less over the years Stella has created some amazingly creative broadcast spots including the entire Reassuringly Expensive campaign that ran from 1982-2007. Check out the Le Sacrifice spot from the campaign below;
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