• by Karlene Lukovitz  @KLmarketdaily, January 24, 2019

Stella Artois has tapped Sarah Jessica Parker for "Pour It Forward" -- the latest promotion in its ongoing cause-related marketing partnership with Water.org and the nonprofit’s co-founder, Matt Damon. 

For every Stella purchased from now until March 31, the brand will donate a month of access to clean water to someone living without it. 

In a 15-second digital video (below), Parker recreates the opening sequence from “Sex and the City,” with two key differences: The ad on the bus promotes Stella’s “1 Bottle = 1 Month of Clean Water” initiative, and SPJ is heard in a voiceover. “I couldn’t help but wonder,” she muses. “Wasn’t it obvious?  You make a little change to do a lot of good.” 

“The more Stella enjoyed, the more lives changed,” says the brand, encouraging consumers to stock up on the beer for Super Bowl parties and “snowed-in movie nights.”