STELLA HOLIDAY CONCEPT

CLIENT: Anheuser-Busch

AGENCY: IN Connected Marketing

ROLE: Senior Art Director & Conceptor

ASSIGNMENT: Create a Stella program that captures the holiday spirit of the brand and capitalizes on the occasion of friends getting together to celebrate over a beer during the holidays.

BARRIER: “I want something festive but not fussy so I overlook Stella because it stands for Special Occasions.”

STRATEGY: Now is the Time: Don’t wait for a special occasion to order Stella; order Stella to make any occasion special.

 
 
 

Stella believes the key to truly living a life well lived is by being present. This holiday season, Stella is cheersing to the present moment, encouraging consumers to disconnect from their phones in order to connect with their loved ones—delivering rewards to those who embrace the now.

 
 

National Key Visual

 

Stellabrations are happening every day at Applebee’s. By inviting Stella to your table and truly connecting with friends – guests will be rewarded with surprises and shared moments that make will make this holiday season one to remember.

 

Applebee’s-Specific Key Visual

PRE-ORDER AWARENESS

Digital banner driving to account locator.

Social ad

IN-BAR ACTIVATION

Secret Menu insert elevates existing Applebee’s favorites.

Customizable coasters features a mad-lib toast template.

Table tent device housing unit + Eatertainment

Managed event night with on-site engravers + Limited-edition chalice with toast

STAFF ENGAGEMENTS

Staff microsite leaderboard

Grand prize brewery tour + Holiday parties for accounts