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Stella Artois Positions Its Beer as a 'Thing of Beauty'

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Stella Artois has enlisted famous photographer Bert Stern to create Vogue-like images for a U.S. campaign that depicts the finer things in life.

The campaign, created by Mother New York, positions Stella Artois as "the most premium beer in the world." It kicks off with an ad shot by Stern, which recreates a 1960 cover of Vogue. The ad shows a man enamored with a woman who is drinking Stella Artois beer. The tagline is: "She is a thing of beauty."

That ad will run in print and out-of-home in the U.S. for six months starting this week. Michael Ian Kaye, a creative director at Mother, said additional ads—including TV—will break during the holidays (November/December timeframe).

Kaye said the U.S. effort builds on a Stella Artois campaign currently running in the U.K. Some of that overseas creative is currently featured on the company's Web site, which also sports the new tagline.

"'She a thing of beauty' came from the work we've done in the U.K. It's really about a brand that has been established with a sense of luxury," said Kaye. "We were tasked with creating a U.S. print campaign that bring that notion to life."

The ads are also meant reflect Stella Artois' target consumer: a more sophisticated beer drinker. Kaye said: "While, it tends to be a slightly more female base, we're targeting both men and women who lead a certain lifestyle."