Having switched from its cause-related Water.org campaign to a whimsical “Joie de Bière” campaign in April, Stella Artois is continuing the tongue-in-cheek tone by offering an audio “mindfulness guide” app.
Created with Inscape, the “StellaSpace” app is a 20-minute experience that blends “mindfully sipping a Stella Artois, meditation techniques with beer-tasting notes, and witty personal anecdotes from narrator and actor Luke Evans,” in the Belgian lager brand’s description.
"Joie de Bière is our take on the European sentiment of joie de vivre, and StelllaSpace is one way we're bringing this to life," Harry Lewis, Vice President, Stella Artois, notes to Marketing Daily. "Our goal was to create something that helps bring more joy to the limited time that people have to enjoy the simple pleasures in life, like a cold beer with friends."
The experience is accessible by downloading the Inscape app on iTunes. Fans of beer and transcendent experiences can also listen to an Evans-narrated, 5-minute audio preview on YouTube.
The brand is selling a “Sip & Savor” limited-edition version of the Stella Artois Chalice online to enhance the experience.