Stella is known for their beautiful campaigns geared towards upper class beer connoisseurs that focus on old school media and make it an art. This is nice and all but it’s a little off mark. Their target, if they are who they say they are, isn’t their prime market. Upper class beer connoisseurs know how and where to get beer much better than Stella. They have, however, built up an unexpected market in 25–34 year old men, a market that their current messaging is missing. This proposed campaign takes on a playful tone that almost mocks itself while appealing to a younger market and bringing them into the brand story. Each of these ads would create interaction between the ad and the audience.

The print ads would feature items of “prestige” that are perforated and can be popped out to mess around with in bars or at parties. The almost self-deprecating, playful tone draws the reader in and surprises them.  The nature of the ad encourages readers to interact with the brand, helping to bring more fun to the situation than a beer alone could promise.