Stella Artois created a line of apparel that makes it easier to steal a Stella glass from a bar

Is the classic Stella Artois chalice so beguiling and irresistible that you’d steal one from a bar or nightclub? If so, the brewer would like to help you out. A new campaign running in Latin America, created by WPP agencies VML Chile and David New York, features a collection of apparel that makes it easier to hide the iconic glass as you exit the establishment. (Not that the AB InBev brand is endorsing such behavior—although they’re not not endorsing it, either, are they?) Here’s a video that sets things up: Stella said the campaign idea came out of a simple consumer truth—that people are constantly stealing Stella chalices. While perhaps not socially acceptable behavior, it’s understandable, the brands says—reflecting both the beauty of the glass, and the stealer’s appreciation for the finer things. “At Stella Artois we are innate admirers of beauty, and as such, we are aware that the beauty of our chalice has made it an iconic object of desire,” said Camila Plass, marketing manager at AB InBev. “While inconvenient, we understand that borrowing is an acknowledgement of that, so we can only celebrate and recognize all these lovers of beauty who, like us, could not resist the temptation to enjoy a Stella served perfectly in a chalice at home. This campaign is a tribute to everyone out there who is able to discern and enjoy the beautiful things in life.” The campaign includes digital, outdoor and print ads that encourage people to visit stealartois.com and enter to win one of the garments. “We are happy to display such a significant truth on screen in such a bold manner—by celebrating those who have borrowed a Stella Artois chalice from a bar rather than punishing them,” said Raimundo Undurraga, chief creative officer of VML Chile. “Recognizing them as brand fans and inviting them to continue doing so in a playful and fresh way aligned with the new tone and style of Stella Artois. The campaign is a product of great courage and agency-client partnership, and undoubtedly having ‘borrowed’ glasses from a bar more than once ourselves.”

Stella Artois created a line of apparel that makes it easier to steal a Stella glass from a bar

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