"Reaching and engaging legal drinking age millennial consumers is critical for all of our brands. As a leading social platform for 21+ consumers, Instagram is a very important channel for us. We are excited to work with Instagram as they seek to integrate advertising into the consumer experience, which is as high quality and beautiful as the images users would normally see in their feeds."
"The ads, which depict the beer alongside food in festive settings, are targeted to the appropriately aged users using data. Promoting beer and food pairings has fuelled the success of the craft segment and AB InBev is hoping it can adapt the tactic to stoke growth this Christmas. The Instagram ads are part of Stella Artois' wider festive activity, making them AB InBev's biggest push around food to date following a smaller effort in the UK for its Leffe blond beer."
Stella Artois is running Instagram's first beer ads to reach legal drinking-age millennials. AB InBev aims to refresh its brands for younger drinkers by leveraging the popularity of food and drink imagery on the social network. The ads show the beer alongside food in festive settings and use age data to target appropriately aged users. Promoting beer and food pairings connects to craft-segment success and aims to drive Christmas growth. The Instagram campaign is part of a wider festive push and represents AB InBev's largest food-focused effort to date, following a smaller UK activity for Leffe blond beer.
Read at The Drum
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