Client: Stella Artois
Stella Artois has created a spoof TV show to promote the launch of its new lightweight bottle. The four-part online show, which launched this week, stars UK bands Marina and the Diamonds and the Mystery Jets.
Set in 1963, CO2eux Soiree is a French "chic-yet-comical" variety show that takes place inside one of the new bottles and its "presented" by Alain Du Monde and Jeannie, the "genie" in the bottle.
The 90-second episodes, which have been created by Mother, will appear online, seeded through blogs and on Facebook.
The new bottle builds on the Stella Artois' Recyclage de Luxe programme, which focused on the brand's commitment to taking small steps to becoming greener. Adam Oakley, managing director of Stella Artois Western Europe, said: "Our new lightweight bottle contains less glass, which means less CO2 emissions - and with over 250 million of these bottles each year, small steps do make difference."
A heavyweight poster campaign, also created by Mother, will run alongside the spoof show to support the introduction of the new bottles and the will also be an on-pack promotion, which has been created by Big Kick.
Each marked promotional pack will carry a unique code, which consumers can enter online to reveal a virtual 'Jeannie". Consumers can then choose whether to donate their prize money to one of Stella Artois' eco-partners, The Tree Council, WaterAid and the National Energy Foundation.